ISP agreements

14 Feb 2008 07:01

Phorm Inc14 February 2008 Phorm, Inc. ('Phorm' or 'the Company') BT PLC, TalkTalk and Virgin Media Inc confirm exclusive agreements with Phorm Phorm (AIM: PHRM and PHRX), the advertising technology company, today announcesexclusive agreements with UK internet service providers (ISPs) BT PLC, TalkTalkand Virgin Media Inc. Phorm's industry leading technology will enable thecompanies to offer a new online advertising platform, the Open Internet Exchange(OIX), and a free consumer internet feature, Webwise, which ensures fewerirrelevant adverts and additional protection against malicious websites. OIX will create a new marketplace for online advertising, that is based oninternet users' anonymous browsing activity and ensure consumers receive fewerirrelevant ads. It will also revolutionise current standards of online privacyand fully protect the identity of consumers. Phorm's privacy claims have beenvalidated under best industry practices, both through an independent auditconducted by Ernst & Young and a Privacy Impact Assessment undertaken by expertsfrom Privacy International. OIX is the first real-time online advertising platform to use fully anonymisedISP data streams. It operates by allowing market participants to define customeradvertising "channels" - groupings of users demonstrating interest in specificproduct and service categories - then uses this information to serve relevantads based on a user's browsing activity. This benefits advertisers, publishersand consumers alike and introduces a completely new level of effectiveness inonline advertising. The OIX is a marketplace serving campaigns on the most productive inventory foradvertisers and helping online publishers increase the value of their websites.Phorm and ISPs will share the incremental revenue created by the efficiency ofthis new process. Many leading publishers and advertising agencies have partnered with Phorm forthe launch of OIX. They include; FT.com; iVillage; Universal McCann; MGM OMD andUnanimis. Webwise will be offered free to customers of ISPs partnering with Phorm and willcreate a safer, more relevant internet. In addition to serving fewer irrelevantads, Webwise gives greater protection from online fraud by warning users if theyinadvertently browse fraudulent website (sites that obtain sensitive informationsuch as bank details - a practice known as phishing). Kent Ertugrul, Chairman and Chief Executive of Phorm, said: "We are delighted tounveil OIX. This service will dramatically improve the effectiveness ofadvertising for online publishers and advertisers. In a world where all websitesrely on advertising for their existence this offers the promise of bettercontent for consumers. Meanwhile Webwise, the joint initiative sponsored by ourISP partners, will also benefit consumers by making internet browsing safer aswell as more relevant. We are proud to be working with the UK's leading ISPs inthis pioneering venture." Webwise's anti-fraud measures have been welcomed by APACS, the UK paymentsassociation, which champions the fight against online banking fraud. For Phorm Enquiries:Kent Ertugrul (Chairman & Chief Executive) +44 20 7638 9571Lynne Millar (Chief Financial Officer) Citigate Dewe Rogerson +44 20 7638 9571Simon RigbyJustin Griffiths Canaccord Adams Limited +44 20 7050 6500(Nominated Adviser)Mark WilliamsAndrew Chubb For ISP Enquiries:BTAdam Liversage +44 20 7356 5366 Talk TalkMark Schmid +44 20 7282 2834 Virgin MediaJames Hill +44 20 7153 1559 About Phorm: Phorm is an innovative technology company specialising in deliveringbehaviourally and contextually targeted advertising while preserving users'personal privacy and security. Phorm's partners include leading Internet Service Providers (ISPs), Publishers (http://www.phorm.com/partners/publishers.php) , Ad Networks (http://www.phorm.com/partners/ad_networks.php) and Advertisers (http://www.phorm.com/partners/advertisers.php) . Phorm is a Delaware, US incorporated company, with offices in New York andLondon and Moscow. The Company was admitted to the AIM market of the LondonStock Exchange in 2004 and has over 100 employees. For more information, please visit: www.phorm.com (http://www.phorm.com) This information is provided by RNS The company news service from the London Stock Exchange