BT, Virgin Media starts web co-op
ISPs are tired of not receiving their share of the revenue generated by online ads. Now BT, Carphone Warehouse and Virgin Media - representing more than two-thirds of the UK ISP market - have decided to do something about it.
Phorm is a new type of online co-op, where ISPs can team up to try and grab some of the money made from online advertising too. As it stands, most online ad revenue goes straight to those selling web advertising - to search engines and web portals such as Google, Microsoft/MSN and Yahoo.
London-based Phorm tracks web users and their interests and serves up ads relevant to them. Any website can sign up to Phorm’s Open Internet Exchange advertising platform, from which any money earned will be shared with BT, Carphone Warehouse and Virgin Media, the International Herald Tribune reports.
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