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The OIX is a technology platform that allows, for the first time, online advertising to be targeted using behavioural keyword data gathered at the ISP network level. This data allows for the most accurate user targeting, while completely protecting user privacy. Campaigns created in the OIX are served to ad spots on OIX-partner publishers and networks via an open exchange.
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Like a stock exchange, the OIX connects buyers and sellers of online advertising media on an open platform, with prices established in a competitive, auction-based format.
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The OIX is an auction-based marketplace. If more than one advertiser campaign can be served to a particular ad spot and user, the higher priced campaign serves. Of course, if no OIX campaign beats the publisher's price for that ad spot, the publisher's default ad will serve. This keeps prices at fair market value.
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All sellers of online advertising media, including publishers, ad networks and behavioural targeting companies, can make their media placements available or monetise their knowledge. All media buyers, including advertisers, online ad agencies and even independent, ISP-based or publisher-based ad sales teams can set up campaigns to be matched to placements.
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Webwise is a feature offered by leading UK ISPs that helps
protect their customers from suspected fraudulent websites and
replaces generic online ads with ads that are relevant to customers'
interests. The relevant advertising component is supported by
the Open Internet Exchange. [X]
The OIX's customer support is available to you 24 hours a
day, seven days a week. Simply contact
us or email
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Simply contact us for more information or to get started.
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Our ISP partners have not sold and will not sell your data.
No browsing data leaves the ISP network and no personally identifiable information is stored by Phorm's technology. We do not tie into the ISP's authentication server or any other information the ISP holds on their subscribers.
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Yes. Our technology complies with the Data Protection Act, RIPA and other applicable UK laws.
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Phorm initiated a dialogue with the Information Commissioner's
Office as we were keen to share details of our privacy enhancing
technology, which we believe sets a new 'gold standard' on privacy
and anonymity.
Unlike other online advertising products, the service doesn't
store personally identifiable information, doesn't store IP
addresses or retain browsing histories. So it can't know who
you are or where you've browsed. Plus, users choose - they can
switch the system off or on at anytime. [X]
No - the service doesn't store personally identifiable information, doesn't
store IP addresses or browsing histories. The technology simply
observes anonymous behaviours and draws a conclusion about the
advertising category that's most relevant. All the data leading
to that conclusion is deleted by the time each web page is loaded.
The service dispels the myth that data on user browsing behaviour
must be retained and stored in order to provide more relevant
advertising. Plus, users choose - they can switch the service
off or on at anytime. [X]
The service works on the basis of a closed system which only
includes the ISP and Phorm. No browsing data leaves the ISP
network and no personally identifiable information is stored
by Phorm's technology. No data on subscriber activity is passed
to advertisers.
Phorm's technology uses anonymised information on the URLs
of some of the web pages viewed, keywords and search terms entered.
As the system works on unidentifiable data the service can't
know who you are or where you've browsed. Plus users choose
- they can switch the system off or on. [X]
When you opt out -- or switch the system off -- it's off.
100%. No browsing data whatsoever is passed from the ISP to
Phorm. We should be clear: the Phorm servers are located in
the ISP's network and browsing data is not transmitted outside
the ISP. Even if you are opted out, websites will still show
you ads (as they do now) but these will not be ads from the
Phorm service and they will not be more relevant to your browsing.
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In the first few weeks following launch the ISPs will evaluate
several different approaches to opt in and opt out to research
what best suits users. Whatever the format, users will be provided
with clear details on their status and clear details on how
to opt in and opt out.
Research shows that users want choice but also the protection
and benefits that the system offers so we are all focused on
providing the best approach for customers. [X]
It's important to understand there are two distinctly separate
processes in the Phorm system: data capture and ad serving.
The data capture system only stores one item of information
on your computer - a random number. The random number is the
only thing that distinguishes your browser from the millions
of others on the internet. It does not contain any information
about you or your computer. The only person able to make that
connection is you, as you have that cookie in your browser.
As you browse, your browsing behaviour is matched against pre-defined
advertiser categories for everyday products, like travel or
sport.
No URLs, browsing histories or IP addresses are retained and
the raw data used to make the match is deleted in real time
-- by the time the page loads. There is, in essence, no data
other than the categories and the random number stored in the
system and so it's impossible to know (or indeed reverse engineer
from that) who you are or where you've been.
In the ad serving phase, when your computer requests an ad
from the OIX (because a website has included our tag in their
page), the browser sends the random number and the categories
are used to deliver the targeted ad, not the details of your
browsing, or anything about you or your computer. [X]
We have programmers in the UK and US, and we are also lucky
to have a first-class team in Moscow. It is entirely normal
for international companies to operate development groups overseas,
e.g. in India, the far East, and central Europe, and Russia
is of course pre-eminent in software development.
The group in Moscow is an integral part of the Phorm team.
Under the direction of Phorm's UK headquarters, and with colleagues
from the UK and USA, they have helped us to build a world-class
technology product. [X]
We have absolutely no connection with China.
Plus, all of our data processing for our clients BT, Talk Talk
and Virgin will be done in the UK. The system has been built
from the ground up to ensure that there is no way user data
can be accessed or stored in any way. [X]
Behavioural targeting combines data about browsing activity to create a profile. The OIX uses fully-anonymised ISP data for a "full slice" of users' browsing activity, allowing for a unique and unprecedented level of behavioural targeting. The OIX can then combine the instant contextual relevance with past behaviour to determine precisely the most relevant ad to deliver to the user.
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Simply log in and create the campaign using the simple, intuitive OIX interface. Then, to target the precise audience for the campaign, advertisers and agencies can:
- Use a pre-set basic behavioural channel
- Combine or modify channels into an unlimited number of behavioural
expressions
- Create custom channels using any combination of contextual
page keywords, search terms and URLs
Channels are then matched to relevant, anonymised users as they browse.
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The building blocks of an OIX channel, behavioural keywords are terms derived from a combination of search keywords, URLs, and contextual analysis of recurring keywords on pages visited, over a definable and adjustable time frame.
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Ads are delivered to any website or ad network that has partnered with the OIX, replacing lower-value ads that are set to currently run on the site.
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Yes. Advertisers can create a "white list" of sites
on which they are prepared to run advertising, and we will ensure
that no advertising is run outside of those sites. Or they can
create a "black list" of sites on which we will never
run advertising for that campaign.[X]
All IAB Universal Ad Package ad units, and other units based
on inventory availability. The OIX can work with all leading
rich media and ad serving technologies. [X]
No. The OIX does not serve pop-ups or pop-unders.
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Yes. The OIX has a full suite of industry-standard performance reporting for all campaigns.
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Yes. Every campaign the OIX serves allows a frequency cap
at almost any level of campaign requirement. . [X]
The OIX can optimise campaigns by creative execution, publisher and specific media placements. (also CTR, VTR, ROI, etc.), depending on the needs of the agency/advertiser. Our account managers will work with you to determine the best method, or combination of methods, of optimisation for your campaigns.
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Most campaigns, once approved, can be live in 24-48 hours.
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Yes. In the UK, the OIX does not allow advertising campaigns (or, for that matter, websites) in the following categories:
- Tobacco
- Drugs
- Alcohol
- Pornography
- Gambling (except National Lottery)
- UK Political Parties
Exclusions are based on IAB advertising standards and an in-house editorial panel. Exclusion list may be added to or subtracted from depending on the region of the ISP.
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No. Advertisers are not allowed to create targeting rules
to target individuals or only users of individual websites.
Rules are always set for users of multiple websites, therefore
it is not possible to single out one publisher's users. This
is checked both by automated and human systems. [X]
Yes. Each publisher can reject and approve all campaigns on their sites.
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Yes, as well as different ad slots within the same page. [X]
Yes. By creating a channel for your site alone - and only the site owner can do this for one site - you can sell campaigns to advertisers that target your users wherever they happen to be. The ad would serve on a page belonging to another OIX partner publisher.
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No. You determine what inventory to include or exclude. Your sales team concentrates on selling premium deals, complete with guaranteed deliveries, targeting, and rate card pricing. You set the price per ad level and the OIX will only serve advertisements that meet that price. Since you set the price for your inventory, you only have revenue upside.
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You will be paid on a monthly basis for ads that are served
to ad slots on your site. [X]
Publishers and networks can expect to start generating revenue
as soon as the site(s) have been tagged, and they have been
approved by Phorm. [X]
You may assign your site to the most appropriate and relevant categories to describe your content and/or audience.
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Yes, in addition to being a standard partner for the Ad Package, the OIX is also standard with the IAB Legal document.
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Yes. As one of the unique benefits that we offer publishers, you can expand the campaigns you currently sell to target your site's users across the Internet, making it easy for small to mid-sized publishers to secure ad dollars from the largest of advertisers.
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