The Phorm Opportunity for ISPs

The global online advertising market is $35 billion and growing rapidly. In the UK, online ad spend is expected to pass television as the top revenue-earning advertising medium. Despite this trend, online advertising dollars continue to be centralised in the hands of very few large online players.

ISPs have built and continue to invest in the networks that have enabled this enormous value creation but have yet to capture a significant share of the online advertising market.

The Open Internet Exchange (OIX) changes the game. For the first time, ISPs can play a central role in shaping and growing the online advertising industry and share significantly in the billions of dollars of advertising revenues.

Partnering with Phorm and implementing our technology brings ISPs directly in to the online advertising value chain. ISPs have the richest behavioural data in the market. This data, when combined with Phorm's system, enables advertisers to be more efficient in reaching their target audience and enables web publishers to increase the value of their pages. Meanwhile, Phorm's Webwise helps ISPs deliver a safer, more responsive internet experience for their customers.

Phorm and OIX offers ISPs a chance to become a central part of the online advertising ecosystem and build a new, high margin revenue stream while creating significant benefits for consumers, advertisers and web publishers. [Phorm's global approach enables individual ISPs to earn advertising revenues at launch and grow revenue even further as more ISPs in a market join together to build the OIX in a collaborative approach.]

Privacy matters are critical. Through the OIX, ISPs may participate in a way that fully protects the privacy of their consumers and creates industry leading standards in the online advertising industry with regard to data storage, retention and consumer notice.