Targeted Online Advertising

[James Cox]

On 11 Mar 2008, at 20:09, Roland Perry wrote:

> In article <CD1E0413-7DB3-4C35-AB8B-D79059920793@imaj.es>, James Cox  
> <james@imaj.es> writes
>> The more interesting angle is that most publishers of online  
>> content have a Terms of Use prohibiting reuse or alteration.  
>> Therefore, it would appear that Yahoo! might have good grounds to  
>> sue Phorm and / or an ISP for not licensing the content it  
>> provisions advertisements on. This is where i think Phorm is  
>> particularly weak, and will suffer from.
>
> Is that simply because Phorm is getting some value (for itself) from  
> the content? It won't be modifying any pages from publishers who  
> aren't subscribers.

You're saying that no Phorm product will deliver ads on any content  
from any site it hasn't partnered with? In other words: will it have  
to have a deal with Yahoo! to sell ads? If that's the case, then  
there's almost no way it'd make economical sense, period.

I reckon they're just going to remix content coming over the pipe...


-james