Web ad serving company Phorm has signed up three of the UK's biggest internet service providers -- BT, Carphone Warehouse's TalkTalk and Virgin Media -- for the launch of its targeted advertising platform, Open Internet Exchange or OIX.
OIX is an advertising platform that analyses internet consumers' anonymous browsing activity and then uses this information to send out targeted ads.
The system protects the identity of users and is the first platform to use fully anonymous ISP data streams.
Phorm and the ISPs will share the incremental revenue created by OIX.
Kent Ertugrul, chairman and chief executive of Phorm, said: "[OIX] will dramatically improve the effectiveness of advertising for online publishers and advertisers.
"In a world where all websites rely on advertising for their existence this offers the promise of better content for consumers."
The company is also offering a free service to customers of participating ISPs, called Webwise, which gives greater protection from online fraud by warning users if they inadvertently browse fraudulent websites - sites that obtain sensitive information such as bank details.
A number of publishers and advertising agencies have partnered with Phorm for the launch of OIX, including FT.com, iVillage, Universal McCann and Unanimis.
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