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UK ISPs To Start Tracking Your Surfing To Serve You Ads

Posted by ScuttleMonkey on from the weak-anonymizers-and-other-fun-party-tricks dept.

TechDirt has an interesting article about a UK-based company that is trying to work with ISPs to make use of user surfing data to serve targeted ads. "Late last year, we heard about a company that was trying to work with ISPs to make use of that data themselves to insert their own ads based on your surfing history -- and now we've got the first report of some big ISPs moving into this realm. Over in the UK three big ISPs, BT, Carphone Warehouse and Virgin Media have announced plans to use your clickstream data to insert relevant ads as you surf through a new startup called Phorm."

4 of 238 comments (clear)

  1. hmm by RMH101 · · Score: 5, Insightful

    So it's bad when ISPs do this, but OK when Google does it?

  2. ISPUK apparently by Anonymous Coward · · Score: 5, Insightful

    does this not break privacy laws? for that matter, why can an ISP snoop on what you're doign when the government can not?

  3. So who's paying the extra bsandwidth used? by trolltalk.com · · Score: 5, Insightful

    After all, if your ISP is serving you ads you don't want, they shouldn't be charging you the bandwidth used ...

    --
    Kevin Smith on Prince
  4. Mmm bad summary? by saikou · · Score: 5, Insightful

    When people say "Insert relevant ads" it usually means ISP hacked the page you got from remote server and inserted and ad that wasn't there, or replaced one on the page with something else. Bad thing. Here, they organize new ad platform. Any site that uses it will be showing something Phorm servs up, and it, in turn, will try to figure out what to show by using ALL of your surfing history, no matter what sites you visit. So, if you go to golf sites A, B, C (that serve ads via yahoo, for example), and then to Phorm-using site M that has articles on electronics, site M will show you golf ads, due to your click-stream.

    Of course advertisers will be disappointed to find out, that many people actually use one connection for a household. So, while from the point of view of ISP user clicked Cooking A, Cooking B, Valentine's day, Heavy metal band, Banking, Myspace ... in reality it's 2-3-4 individual users. And showing wife an ad for a new heavy album won't make CTR go through the roof. And teenager might actually barf at the sight of the cooking ads.

    p.s. ISPs sell the data anyways, not usre how this opt-out would work...

    --
    Hyperom.com