Phorm Quotes

Phorm has engaged actively and with the media, privacy advocates, parliament and the industry since launch. Here are some selected quotes from Phorm and about Phorm in the media:

Darren Waters, BBC blog, from Phorm's Town Hall Event, SOAS, London 15th April 2008.

UPDATE 19.02: Kent Ertugrul says Phorm can transform online advertising, helping everyone from blogs to newspapers because the ads are targeted to the user not to the content on the page. "The internet today is two to three professionals - Microsoft/Yahoo/Google and 9,999,999 hobbyists. That is the internet today.

"Phorm makes all websites capable of making a living by publishing interesting content to consumers who get it for free."

"Even the smallest website can make money. That is a big deal."

The Economist, Watching While You Surf, June 5th, 2008

The companies involved suggest that internet users will welcome all this, since more accurate targeting will turn internet advertising from an annoying distraction into a genuinely helpful service. "This idea that we don't provide a service by doing this is as far from the truth as it's possible to be," says Kent Ertugrul, the boss of Phorm. "It creates a situation where there's less rubbish bombarding you."

Maija Palmer, FT.com, BT Trials to Track Web Surfers, May 23, 2008

Improving targeting is the perennial obsession of the advertising sector, in line with the often-quoted saw: "I know half my advertising budget is wasted, I just don't know which half"

The internet, where it is possible to count how many people see or click on an advert, has allowed marketeers to cut down on some wastage but getting the right ad in front of the right consumer remains a problem. Targeted ads are estimated to generate about 35 per cent more "clicks" than non-targeted ones.

[Phorm's] technology will give internet service providers, such as BT, a cut from online advertising. Advertising money has previously gone to website owners and advertising services companies such as Google. Content owners are expected to get about 75 per cent of the ad revenues with Phorm and internet companies sharing the remainder."