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Phorm website hits back at detractors

Ad-targeting firm 'sets record straight'

Controversial targeted advertising system Phorm has launched a website to explain how its 'Webwise' service tracks users' online surfing habits and delivers relevant adverts while still ensuring the data is anonoymised.

According to Phorm, StopPhoulplay.com has been created because over the last year the service "has been the subject of a concerted campaign orchestrated by a small but dedicated band of detractors who appear determined to harm our company, irrespective of the facts, and the potential benefits to UK consumers and websites and advertisers".

Phorm says that despite its many responses to the allegations and criticisms, "they [the band of detractors] are not interested in either the answers, or an open and honest debate on the issues."

Phorm's 'Webwise' service has already been trialled by BT while Virgin Media is in talks with the company about implementing the targeted advertising service.

Last week, New Media Age (NMA) reported that the Virgin Media wanted to dump the service and was in talks with a rival company Audience Science.

However, after both parties denied the claims, NMA was forced to issue a retraction, saying the magazine "incorrectly stated that Virgin Media was seeking alternatives and to distance itself from Phorm and wouldn't be proceeding with the contract it had entered into with the company".

"We now accept that this is wrong and that Phorm's relationship with Virgin Media is unchanged," NMA added.

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