BT Set To Go Ahead With Phorm

BT Set To Go Ahead With Phorm

BT has concluded its trial of the Phorm online advertising programme and is set to go ahead with its wide-scale deployment. "The trial has now concluded and achieved its primary objective of testing all the elements necessary for a larger deployment, including the serving of small volumes of targeting advertising," said a BT spokesman.



Phorm technology uses browsing information to serve accurately targeted advertisements. The testing of the technology, which began this September, has been the subject of web criticism and scrutiny by parliament. Although its creators claim that anydata collected would be anonymous, critics suggest that it might be intrusive and could violate personal privacy.