Education is essential for ISP-based targeting
BT has announced it will start to trial Phorm's behavioural targeting technology to track the online habits of 10,000 of its customers and serve them relevant advertising.The news follows NMA-commissioned research, published last week, which highlighted a deep mistrust among consumers of ISP-based behavioural targeting.A key finding of the research was that two-thirds (65%) of UK adults would leave their ISP if it became involved with behavioural targeting. ...
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