The Phorm Backlash Builds Pace

Barely a day goes past without Phorm in the headlines. The debate was turned-up a notch a couple of weeks ago when Sir Tim Berners-Lee threw in his two cents worth.  Berners-Lee has concerns about his web history being used in clandestine ways. Like many others his concerns centre on the fact people have to actively opt-out, rather than their permission being sought.

Last Word:  Brands obviously need to tread carefully.  However, the fact is many publishers have been selling behavioural targeting to online advertisers for a number of years now.  When this has been done within an individual site there hasn’t been much of a fuss.  Phorm seem to have got a few peoples backs up, some publishers are worried as the audiences they’ve nurtured can now be bought without them getting a cut.  Perhaps the biggest issue is that everyone except the consumer seems to be getting something out of this - the ISPs, publishers and Phorm all earn.  If this however eventually results in lower or even perhaps free ISP services then most consumers will probably trade privacy for a few extra dollars in their pocket.

 

Read the full story on the BBC