Personalised advertising - the OIX

Introducing Phorm's interest-based advertising platform - the Open Internet Exchange (OIX).

The OIX can help any website - big or small - publish online profitably. A revolution in the current internet advertising model which is dominated by a few big players. Through partnerships with Internet Service Providers (ISPs), the OIX provides publishers with the ability to deliver personalised display advertising to the right user at the right time, thereby maximising their yield by increasing the value of their inventory.

The OIX works by anonymously understanding a user’s interests and matching it to the relevant ad. It offers an unprecedented level of precision for advertisers and publishers, allowing them to tailor more effective ad campaigns. For example, instead of creating a campaign for ‘greek holidays’, an advertiser or website can target a more specific audience through the OIX, and create a more effective campaign for ‘island-hopping holidays in Greece in August.’

Every website can therefore carry precisely targeted ads and charge the associated premiums. They are free from the restrictions of pricing ad impressions based on the size and nature of their own visitors. Technically this is possible because we have separated the processes of analysis and targeting from ad delivery. The OIX truly enables targeting based on people’s interests rather than by the pages they may visit.

Importantly, the OIX benefits from 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 system can never identify individuals, does not store any personally identifiable information, and keeps no record of where they have been. It understands what an anonymous user likes in order to match the right advert to their interests. It also ignores certain sensitive information such as adult or medical topics and therefore does not collect browsing information or permit advertising related to these sensitive areas.