Phorm, Does It Perform?

March 31, 2008 | By Marc Porcelli | No Comments »

There was a great post last week on Gigaom called, Privacy Isn’t Phorm’s Biggest Problem. Phorm, as readers of this blog know delivers ISP targeted banner advertising. Phorm has been increasingly under pressure from privacy groups due to it’s targeting methods which are based on where and what users do online.

Stacey Higginbotham, who wrote the article stated, “I’m less worried about privacy violations than I am cautious about Phorm from a business perspective.” Higginbotham brings up a great point, this technology is getting so much media attention, but it’s not even proven to work effectively?

I attended the IAB Ad Networks & Exchanges conference today and had a few sales reps pitch me on what is new and great. My personal favorite is always when they ask for spend to test their new “Engagement” targeting, what a joke! Half of them can’t even explain it technically and the other half have nothing to substantiate their claims.

So is Phorm any different then any other technology current being pitched by networks? The truth is, not really. Perhaps these organizations pitching these new technologies should focus more on providing actionable results or case studies that show actual value. In the meantime, advertisers should stick with what works.

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