LONDON: A trio of UK internet service providers - BT, TalkTalk and Virgin Media – have adopted a new online advertising platform developed by technology firm Phorm.

The Open Internet Exchange enables targeted advertising based on surfers' search and browsing habits, at the same time safeguarding privacy by protecting their identity.

In addition, the system offers protection against fraudulent websites which might attempt to obtain personal details.

Comments Phorm chairman/ceo Kent Ertugrul: "In a world where all websites rely on advertising for their existence this offers the promise of better content for consumers."

Data sourced from BrandRepublic (UK); additional content by WARC staff