Phorm Unveils Web Personalisation Tool

Behavioural ad specialist Phorm has launched a new patent-pending widget that personalises users' web site visits. The software highlights content which it recognises as being of interest to the visitor from their previous web-surfing history.

Phorm sparked controversy in 2006 when it conducting secret trials of its Webwise software with telecoms supplier BT. Since then, the European Commission has launched legal action against the UK Government, over its alleged failure to force the firm to comply with EU data protection and privacy rules.

Phorm plans to offer the new Webwise Discover to the customers of its partner Internet service providers (ISPs). The widget appears as a small box on the user's screen which streams new stories, pictures, videos or sale offers. Those arriving on a news site which has the widget embedded, will automatically be presented with articles on their favourite sports team or celebrity based on their previous browsing habits. Those on a shopping site, who have been browsing the web for a particular product, will be presented with relevant reviews or auctions likely to be of interest to them.

The solution will be offered free to the firm's ISP partners' customers and will also be freely available to all web sites without the need for a prior advertising relationship. Phorm has been trialling the software in Korea since last month.

By clicking on any of the Webwise Discover widgets displayed within participating web sites, the system can be switched on and off at any time. Phorm says that the opt-in solution is completely anonymous and keeps no record of personally identifiable information.

CEO Kent Ertugrul commented: 'This groundbreaking platform is the fruit of a huge amount of research and development in conjunction with our ISP and publisher partners, and promises to redefine browsing.'

Ertugrul insisted that despite controversy surrounding Phorm's relationships with ISPs in the UK, Webwise Discover had received a warm welcome from British publishers. 'This is real... what we don't do is hype things,' he said.

Phorm is a Delaware, US incorporated company, with offices in New York and London.

Web site: www.phorm.com .