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A few ISPs in the US have begun to look into behavioral advertising in order to extend their own ad networks and better monetize the data they're collecting on you, and now, some ISPs outside of the states have been looking into taking a similarly direct approach for serving up targeted advertisements and leveraging their ISPs for communicating with customers. BT, Carphone Warehouse and Virgin Media are all UK ISPs looking to monetize their consumer data, according to a Techdirt report.
Very much like the model we've seen in the US, these ISPs are working with a new ad network called Phorm in order to use your clickstream data to insert relevant ads across the web, as you surf. ISPs happen to know a lot of information about you, and the manner in which ISPs are wiggling their way into your lives, whether it be through targeted ads or the regulation of your Internet connection, the issue of net neutrality is one that's likely to be discussed in regards to this growing initiative.
Do our ISPs really need to get even deeper in the game of serving up targeted ads?
