Phorm takes Behavioural Targeting to the next level.

Targeting online ads based on surfing behaviour is no new thing, however to date most “Behavioural Targeting” has been done at a site or network level. Phorm are now significantly moving the game on by teaming up with ISPs to collect information about users at the gateway.  Publishers release inventory, Phorm then provides a layer of targeting and the space is sold on to the highest bidder.  Initially launching in the UK, the plans are to be in a market near you soon.

Last word: This seems like something out of Minority Report; however, it’s got Media Buyers excited. They’ll be able to hone in on uniquely defined target audiences and reach them in new and different places.  And because the buyer sets the rules about pricing there could be cost benefits. Given the current climate, maybe it’s not long before one of the big boys gets their cheque book out again.

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