Hugo Drayton, the CEO of digital advertising company Phorm which is at the centre of a growing furore over capturing data on users’ internet browsing habits, will be speaking at an event on Tuesday organised by Manchester Digital and networking group Chinwag.
Phorm has launched its Open Internet Exchange (OIX) – an online advertising broking service that, similarly to DoubleClick, enables publishers and advertisers to marry up their services digitally. The more directly relevant the ads are the more likely that people will click on them resulting in happier advertisers and publishers.
Phorm has initially populated the OIX with data gathered from BT, Virgin and Carphone Warehouse on users’ internet browsing habits. Many observers believe this is a step too far in terms of compromising privacy issues. In addition, there are apparently issues being vociferously debated in digital chat rooms about whether BT misled users about the trials they conducted with the company last year.
Prior to launching Phorm, Drayton was the European MD of Advertising.com. He has also held senior roles at the Telegraph Group and was responsible for launching the UK's first online national newspaper (Electronic Telegraph) in 1994.
At the event tomorrow night in Manchester, Drayton will be discussing ‘user centred advertising’.
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