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Is Phorm really quite innocuous after all?

TechRadar: Did Phorm expect the backlash against targeted ads to be so widespread?

Kent Ertugrul, CEO, Phorm: Internet users have concerns about privacy -- we understand that -- which is why we've designed our system from the ground up with privacy in mind. Our technology is able to deliver targeted advertising without storing any data on individuals and participation will always be a choice -- people can turn the service off or on at anytime.

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TechRadar: Would you agree that 'profiling� is akin to 'spying� regardless of whether it�s being done 'anonymously�?

Kent Ertugrul, Phorm: No, we wouldn't agree. We will not be profiling users -- we are not attempting to build a picture about a particular user by storing data on them and their activities online. We don�t know who the users are -- all we have is a random number.

We store no personal data as I said. Essentially, the system looks for the 10 most frequently occurring words on a webpage to match it to a keyword chosen by an advertiser such as camera. If a match is made then an ad will be shown. We will not let advertisers use words that might relate to sensitive topics such as adult content, medical conditions and so on.

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