Phorm is an innovative digital technology company that designed and built the infrastructure and technology that power Webwise and the Open Internet Exchange (OIX). [X]

Phorm, Inc. was founded in 2002 as 121Media, Inc., a Delaware C corporation, based in London. In December, 2004, 121Media, Inc was publicly listed on AIM. In May, 2007, 121Media was renamed Phorm and began trading as such on AIM. [X]

UK ISPs representing approximately 70% of the UK broadband ISP market have joined Phorm to launch the service to consumers. These are BT Group PLC, The Carphone Warehouse PLC and Virgin Media Group. [X]

Simply contact us for more information or to get started. [X]

Our ISP partners have not sold and will not sell your data to any third party as part of Webwise. No browsing data leaves the ISP network and no personally identifiable information is stored by Phorm's technology. We do not tie into the ISP's authentication server or any other information the ISP holds on their subscribers. [X]

Yes. Our technology complies with the Data Protection Act, RIPA and other applicable UK laws. [X]

We don't agree with FIPR's analysis. And its description of the Phorm system is inaccurate. Our technology complies with the Data Protection Act, RIPA and other applicable UK laws. We've sought our own legal opinions as well as consulted widely with experts such as Ernst & Young, 80/20 Thinking, the Home Office, Ofcom and the Information Commissioner's Office (ICO). We discussed our system with the ICO prior to launching it and continue to be in dialogue with the organisation. [X]

Phorm initiated a dialogue with the Information Commissioner's Office as we were keen to share details of our privacy enhancing technology, which we believe sets a new 'gold standard' on privacy and anonymity.

Unlike other online advertising products, the service doesn't store personally identifiable information, doesn't store IP addresses or retain browsing histories. So it can't know who you are or where you've browsed. Plus, users choose - they can switch the system off or on at anytime. [X]

No - the service doesn't store personally identifiable information, doesn't store IP addresses or browsing histories. The technology simply observes anonymous behaviours and draws a conclusion about the advertising category that's most relevant. All the data leading to that conclusion is deleted by the time each web page is loaded.

The service dispels the myth that data on user browsing behaviour must be retained and stored in order to provide more relevant advertising. Plus, users choose - they can switch the service off or on at anytime. [X]

The service works on the basis of a closed system which only includes the ISP and Phorm. No browsing data leaves the ISP network and no personally identifiable information is stored by Phorm's technology. No data on subscriber activity is passed to advertisers.

Phorm's technology uses anonymised information on the URLs of some of the web pages viewed, keywords and search terms entered. As the system works on unidentifiable data the service can't know who you are or where you've browsed. Plus users choose - they can switch the system off or on. [X]

When you opt out -- or switch the system off -- it's off. 100%. No browsing data whatsoever is passed from the ISP to Phorm. We should be clear: the Phorm servers are located in the ISP's network and browsing data is not transmitted outside the ISP. Even if you are opted out, websites will still show you ads (as they do now) but these will not be ads from the Phorm service and they will not be more relevant to your browsing. [X]

In the first few weeks following launch the ISPs will evaluate several different approaches to opt in and opt out to research what best suits users. Whatever the format, users will be provided with clear details on their status and clear details on how to opt in and opt out.

Research shows that users want choice but also the protection and benefits that the system offers so we are all focused on providing the best approach for customers. [X]

It's important to understand there are two distinctly separate processes in the Phorm system: data capture and ad serving. The data capture system only stores one item of information on your computer - a random number. The random number is the only thing that distinguishes your browser from the millions of others on the internet. It does not contain any information about you or your computer. The only person able to make that connection is you, as you have that cookie in your browser.

As you browse, your browsing behaviour is matched against pre-defined advertiser categories for everyday products, like travel or sport.

No URLs, browsing histories or IP addresses are retained and the raw data used to make the match is deleted in real time -- by the time the page loads. There is, in essence, no data other than the categories and the random number stored in the system and so it's impossible to know (or indeed reverse engineer from that) who you are or where you've been.

In the ad serving phase, when your computer requests an ad from the OIX (because a website has included our tag in their page), the browser sends the random number and the categories are used to deliver the targeted ad, not the details of your browsing, or anything about you or your computer. [X]

We have programmers in the UK and US, and we are also lucky to have a first-class team in Moscow. It is entirely normal for international companies to operate development groups overseas, e.g. in India, the far East, and central Europe, and Russia is of course pre-eminent in software development.

The group in Moscow is an integral part of the Phorm team. Under the direction of Phorm's UK headquarters, and with colleagues from the UK and USA, they have helped us to build a world-class technology product.

Plus, all of our data processing for our clients BT, Talk Talk and Virgin
will be done in the UK. The system has been built from the ground up to
ensure that there is no way user data can be accessed or stored in any way.

We have absolutely no connection with China. [X]

Webwise is a feature offered by leading UK ISPs in the UK that helps protect customers from fraudulent websites and replaces generic online ads with ads that are relevant to customers' interests. Webwise is powered by Phorm technology. [X]

If you have the OIX or Webwise available from your ISP, simply go to www.webwise.com and click Webwise Off. If you have several computers using the same internet connection, or use different log-ins or browsers, be sure to switch off Webwise from each one.

When Webwise is off, you will no longer receive warnings before reaching fraudulent sites. Webwise will also no longer analyse any data from the web pages that you browse to see if there are better ads to show you. For more information, see www.webwise.com/how-it-works/faq.html. [X]

No - once you have opted out, the opt out cookie prevents any of your browsing from being collected. [X]

The OIX is a revolutionary new technology platform that allows, for the first time, online advertising to be targeted using behavioural keyword data gathered at the ISP network level. This data allows for the most accurate user targeting, while completely protecting user privacy. Campaigns created in the OIX are served to ad spots on OIX-partner publishers and networks via an open exchange. [X]

Like a stock exchange, the OIX connects buyers and sellers of online advertising media, with prices established in a competitive, auction-based format. [X]

The OIX is an auction-based marketplace. If more than one advertiser campaign can be served to a particular ad spot and user, the higher priced campaign serves. Of course, if no OIX campaign beats the publisher's price for that ad spot, the publisher's default ad will serve. This keeps prices at fair market value. [X]

Everyone. The OIX is an open platform: All sellers of online advertising media, including publishers, ad networks and behavioural targeting companies, can make their media placements available or monetise their knowledge. All media buyers, including advertisers, online ad agencies and even independent, ISP-based or publisher-based ad sales teams can set up campaigns to be matched to placements. [X]

Phorm partners with ISPs to enable their networks with Phorm's data analysis and targeting technology. This technology then analyses fully-anonymous browsing data from the ISP pipes and uses it to target advertising through the OIX.

With Phorm's technology enabled, ISPs can also offer Webwise to customers at no charge, helping make Internet browsing safer and more relevant. [X]

ISPs receive a share of the revenue from ads served by the OIX to the ISP's subscribers. Total revenue depends on the ISP's share of the OIX revenue and the number of its subscribers. [X]

The OIX uses data from ISP pipes to upgrade the generic advertising on websites with more relevant ads. These ads will be viewed by that ISP's subscribers who are most likely to be looking for the advertised product or service based on keyword patterns in their browsing behavior.

The OIX delivers these ads via 3rd-party publishers (individual websites or publisher networks) who are paid for the space depending on the price they set for the ad spot used to serve the ad. Revenue received by the OIX is split between the providers of the data (ISPs), the technology (Phorm) and whichever party sold the campaign to the advertiser. [X]

No. The terms of the OIX prohibit any participant from using the system to target any other participant. Ads targeted by other means, e.g demographic, may still appear on third-party sites as they already do today. [X]

An ISP portal is treated just like any other publisher. When an OIX-generated ad is of higher value than the current ad being served on the ISP portal, the OIX ad is served instead and the revenue is shared between the ISP and the OIX. [X]

As an open exchange, ad campaigns can be sold by anyone, including an ISP's existing sales force. Higher-value campaigns are served before lower-value campaigns whenever possible. [X]

Purchase, implementation and ongoing maintenance of the equipment is scaled depending on the size of your technical network. However, the payback period has been measured in days for all implementations to date. [X]

Within a few weeks, your network can be enabled to connect to the OIX and begin receiving revenue from ads served to your subscribers. [X]

It doesn't. By using the targeting information available through the OIX, we can simply add revenue to the ISP without impacting any existing relationships. [X]

Currently, most ISPs receive only negligible income from online advertising. The OIX allows the ISP to tap into the $35+ billion global online advertising market, likely resulting in a significant increase in market value. [X]

ISP subscribers have a safer, more relevant online experience, with no downside, and experience the OIX through the Webwise feature.

Webwise and the OIX ensure that consumer privacy is 100% protected. For users who regularly ignore online advertising or feel it is distracting from the content in which they're interested, this activity should be an upgrade to their overall experience. However, users can always switch off the service at www.webwise.com. [X]

The OIX can potentially serve ads to any of the websites your subscriber normally visits in the regular places the website shows ads. The OIX does not show pop-ups or pop-unders. [X]

The OIX and Webwise establish a higher standard of Internet privacy than currently exists in the industry. As such, each ISP partner's privacy policy should not need to be changed as a result of adding Phorm technology. [X]

No private or personal information, or anything that can identify you, is ever stored - and that means your privacy is never at risk.

Phorm identifies each user with a unique, randomly-generated number. With it, Phorm can deliver warnings of potentially dangerous websites and replace untargeted ads with more relevant ones, but can never identify the user personally. Phorm's technology can also be switched off easily at any time. [X]

Phorm only stores advertising categories that match a user's areas of interest. There is no sensitive data stored. [X]

No. The IP address is never stored. [X]

No. Phorm does not collect personal information, and cannot use it to serve ads. The system does not attempt to identify the user in any way and does not integrate with any system (like the ISP's log-in system) that could identify the user. [X]

Phorm uses technology that has been built from the ground up to avoid any information that might identify a customer personally. Phorm technology does not view any information on secure (HTTPS) pages, and ignores strings of numbers longer than three digits to ensure that we do not collect credit card numbers, phone numbers, National Insurance or other potentially private information. [X]

No. The browsing history is not stored in any way. The unique fundamental design of this technology ensures that consumer privacy is protected and that, even under compulsion, no personally-identifying data or detailed browsing data can be retroactively provided to anyone.

The privacy claims Phorm make about its technology's use of consumer data have been verified by leading global auditing firm Ernst & Young. (View report PDF) The technology used by the OIX will be regularly audited on an ongoing basis to make sure that we continue to comply with our commitment. [X]

Phorm has a high level of system and network security and operates a stringent security policy. Access to database hosts is restricted to systems administrators and data access is only permitted for specific purposes within the terms of the security policy.

However, the major safeguard is that all data is anonymous and cannot be attached to any individual. Only derived channel-match information is stored against the anonymous id in the database and all raw data is deliberately and continuously deleted according to the privacy timeline. These procedures are regularly audited and verified by Ernst & Young. [X]