Three of the UK's largest internet service providers (ISPs) are signing up to
use a new advertising platform in a bid to capture more of the online
advertising market.
BT,
Virgin Media and Carphone Warehouse's
TalkTalk will all use a system called
the Open Internet Exchange (OIX) from advertising firm
Phorm which will link advertisers, web sites
and ISPs.
The system will target advertising based on users' browsing trends, and will
charge advertisers more to display ads relevant to previous searching habits –
though the personal details will remain anonymous.
Internet advertising will grow 69 per cent over the next three years and
increase its share of the overall ad market from 5.8 per cent to 8.7 per cent,
according to a study by
ZenithOptimedia last year.
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