Online advertising's enormous growth has occurred despite the difficulty in reaching target audiences. This has led to heavy inflation in rates for popular keywords and contextually targeted display inventory.
The Open Internet Exchange (OIX) enables advertisers and their agencies to target their most valuable consumer segments with greater precision, resulting in higher campaign ROI and less media waste, whilst protecting the consumer’s privacy.
The OIX works with ISPs – fixed and wireless - to combine anonymous web usage information with sophisticated targeting and ad serving technology to match users to relevant ad campaigns.
All members of the internet ecosystem benefit from the technology. Consumers, through PhormDiscover, get a personalised internet, with content and advertising that is closer to their interests. Advertisers gain a deeper understanding of user interests and the ability to target ads with an unprecedented level of precision. Websites are able to personalise their sites to visitors, and more effectively monetise their pages, and ISPs are able to take part in the online advertising industry for the first time.