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12/5/2012 | 4:01:14 PM
re: BT Drops Targeted Ad Plans
Again BT sucks the life out of another vendor!! How many times does the scorched earth approach really working??
12/5/2012 | 4:01:14 PM
re: BT Drops Targeted Ad Plans
I think the reason BT has dumped Phorm is fear of the consumer backlash re its snooping technology which some fear invades user privacy. Capex or resource budget per se is unlikely to be the reason although I can imagine BT's engineers were unenthusiastic about putting another box in the network in each central office to enable Phorm's web traffic monitoring and ad-serving. Targetted advertising is a nice idea but how much more would advertisers pay to have their adverts pop up on random websites (but to select viewers) rather than have their ads appear on high profile websites that they would like their product to be associated with. I think this is the real flaw with Phorm's model, not privacy (which can be resolved by an opt in rather than opt out approach) or capex (which might be resolved if the snooping were done by existing boxes in the network).

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