Field Notes Inside an Integrated Communications Agency

A couple of weeks ago I read an interesting article on one of my blogs about the changing face of metrics, and what shifts in user data collection we can expect to see in 2008. Great read. My pappy always said that if you throw a fistful of rocks at the ground, you're bound to hit pay dirt.

Phorm, a new U.K. start-up, is joining forces with some major ISPs to serve targeted, relevant ads to users as they browse and surf the Web. Phorm has created a new ad platform called OIX - Open Internet Exchange - which promises to provide its backers with a more profitable cut of ad revenue. OIX is the first platform to use fully anonymous ISP data streams, and is guaranteed to protect the identity of its users.

Anonymous ISP data streams can only provide browsing subject histories, linked to an anonymous user profile. I say 'only,' but that's certainly enough to make marketer's salivate. Prepare to pay a little more for online media buys - but prepare to get excited about ROI's on those buys.
 
Phorm assures the media that their venture will not assault users with advertising. Rather, the level of online ads encountered will stay the same - but users will find the ads they encounter more relevant. And as for user privacy...well, they've covered that. According to the startup, the technology at the core of OIX 'doesn't gather personally identifiable information, doesn't store IP addresses, search terms or browsing histories, and only sees users as a unique, random number.' Moreover, user's can elect to turn the platform on or off at any point in their experience.