Phorm
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| Public (AIM: ) | |
| Industry | Online advertising |
| Founded | 2002 |
| Headquarters | London, UK |
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Area served
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United Kingdom, United States, Brazil, Romania, Turkey, China |
|
Key people
|
Steven Heyer (chairman),Kent Ertugrul (chief executive officer and chairman) resigned 15 July 2015 |
| Products | PageSense, ProxySense, Open Internet Exchange (OIX), Webwise, PeopleOnPage, ContextPlus, Apropos |
| Revenue |
|
|
 US$ 30.5 million (2011) |
|
| Website | www |
U$ 688,843 in interest income (2007)
US$ -48 million (2008)
Phorm, formerly known as 121Media, was a digital technology company known for its contextual advertising software. Phorm was incorporated in Delaware, United States, but relocated to Singapore as Phorm Corporation (Singapore) Ltd in 2012. Founded in 2002, the company originally distributed programs that were considered spyware, from which they made millions of dollars in revenue. It stopped distributing those programs after complaints from groups in the United States and Canada, and announced it was talking with several United Kingdom Internet service providers (ISPs) to deliver targeted advertising based on the websites that users visited. Phorm partnered with ISPs Oi, Telefonica in Brazil, Romtelecom in Romania, and TTNet in Turkey. In June 2012, Phorm made an unsuccessful attempt to raise £20 million for a 20% stake in its Chinese subsidiary.
The company's proposed advertising system, called Webwise, was a behavioral targeting service (similar to NebuAd) that used deep packet inspection to examine traffic. Phorm said that the data collected would be anonymous and would not be used to identify users, and that their service would include protection against phishing (fraudulent collection of users' personal information). Nonetheless, World Wide Web creator Tim Berners-Lee and others spoke out against Phorm for tracking users' browsing habits, and the ISP BT Group was criticised for running secret trials of the service.
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Wikipedia