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BT, Virgin and Carphone sign up for targeted ad platform
Thu Feb 14 2008, 08:52 AM
Three major UK ISPs - BT, Virgin and Carphone Warehouse's Talk Talk - have signed deals with ad tech firm, Phorm, to use its targeted ad platform. Under the deals, signed for undisclosed terms, the ISPs will use Phorm's Open Internet Exchange (OIX) to gain information on users' anonymous browsing activity. This will allow targeted ads to be delivered based on a user's web history. The increased ad revenues that will come from the system will be shared between Phorm and the ISPs.
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