80/20 Thinking scrutinises Phorm online ad system

80/20 Thinking has conducted an interim Privacy Impact Assessment for Phorm Inc, which has launched a new ad serving system in conjunction with ISP partners BT, Virgin and Talk Talk.

The launch has attracted some attention in the UK press and has sparked a debate over this “next generation” of advertising technology.

While acknowledging that there were controversial aspects to the Phorm system, 80/20’s Simon Davies told the BBC "We were impressed with the effort that had been put into minimising the collection of personal information."