Top British ISPs launching open ad-exchange

02/18/2008 | NYTimes.com

Three top British Internet service providers -- BT, Carphone Warehouse and Virgin Media -- have teamed up with ad technology firm Phorm to launch an ad service open to any Web site. Phorm has access to the browsing habits of the ISPs' subscribers, so it can offer access to targeted user groups. Kent Ertugrul, Phorm's chief executive, said, "Now, you can turn things around for the advertising industry, and say, 'You define the audience you want to reach.'"

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