Phorm’s interest-based advertising platform, the Open Internet Exchange (OIX), helps advertisers and agencies target their online display campaigns to the right consumer at the right time, whilst the complementary PhormDiscover offers consumers the real benefit of personalised content.
Phorm's technologies, combined with our ISP (fixed and wireless) partner relationships, overcomes the barriers typically associated with interest-based advertising: audience fragmentation and a lack of richness of data.
Like a stock exchange, the OIX connects buyers and sellers of online advertising media, with prices established in a competitive, auction-based marketplace. Publishers and networks place OIX tags in their advertising inventory, advertisers and agencies place their campaigns into the OIX and create associated interest channels. Users browse the web anonymously; if their behaviour matches an interest channel then the OIX serves the relevant ad to the user.
The results are efficient, targeted campaigns with little or no wastage.
Importantly, Phorm’s technology is based on industry-leading standards. The opt-in system can never identify individuals, does not store any personally identifiable information, and keeps no browsing histories. It simply understands what an anonymous user likes in order to match the right content and ads to their interests.