One of the big current controversies is the tracking of online activity for advertising purposes. Companies want to do it, while others cry for privacy. Phorm think they’ve got it right with Webwise, a system that places a cookie with a randomized number of a user’s machine. According to the BBC, that cookie takes note of the websites visited, and starts targeting ads for the user based on the information gathered. However, the data is anonymous, no user profile is put together, and, the company insists, it would be impossible to discover the user’s identity. The system is being trialed by the UK ISPs, but one of them, TalkTalk, has decided to make Webwise an opt-in for their customers rather than installing it by default. Their move follows an online petition on the Downing Street site claiming that the system encroaches on privacy. Although not making it automatic, Talk Talk is still hoping that customers will use Webwise. A spokesman for the company said, "We will be endorsing and recommending take-up of the system but we want to ensure that customers make their own decision. We feel customers will welcome the opportunity to get fewer irrelevant advertisements as well as benefit from the real-time anti-phishing alerts." Phorm chief executive Kent Ertegrul told the BBC, "There is no way of not knowing that this is switched on. There is a clear choice offered to consumers and I am surprised that there has been so many questions about this. I find it a bit bizarre. Having advertising behind it allows for better, cheaper broadband." BT is starting the service, but is beginning by inviting just 10,000 customers to take part. Virgin Media will begin using Webwise later this year.
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