Industry-leading privacy

The Open Internet Exchange (OIX) uses Phorm’s industry-leading privacy standards, and upon entering a market will do so in conformity with the IAB UK’s Good Practice Principles for online behavioural advertising. The technology has been designed to set a new, higher standard for privacy online and presents users with a clear choice as to whether to switch it on or off.

Phorm's technology:

•   Does not store any personally identifiable information
•   Does not store browsing histories
•   Does not store IP addresses
•   Does not store sensitive information, such as adult or medical

It understands what a user likes in order to match the right advert to their interests.

Users are completely anonymous to the system - right from the moment they choose to take part. And since users are anonymous to the system from the outset, and no personal user data is stored, it is not possible to reverse engineer this approach to reveal any such information to anyone, including ourselves.

Offering a personalised internet whilst talking about improved privacy seems counterintuitive, but this is one of our key achievements - all that is ever stored is a random number, the interest topics, and a time and date stamp. Everything else is deleted to protect user privacy.