Jim Murray, Wednesday 11 March 2009 - 20:46:13

Google have just unveiled their own behavioural advertising program which, on the surface, appears very similar to that proposed by Phorm. There are however some significant differences between the two systems which may not at first be apparent. This article examines some of them and explains why BadPhorm does not consider Google's model to be as damaging or intrusive as Phorm's.

Phorm :

Phorm capture all web traffic to and from your PC, regardless of whether
the website you are visiting has decided to partner with Phorm.

Phorm forge cookies for every website you visit, regardless of whether
they are a Phorm partner or not.

Even if you opt out of Phorm your traffic is still intercepted to find
out if you have opted out!

The only way you can avoid Phorm and the associated interception of your
traffic as it's been described is to change ISP.


As for Google :

Google captures NO traffic, they can't since they don't have any
equipment in your ISP.

Google doesn't forge cookies. They use cookies of their own, with the
same limitations as any normal cookie has (ie. they only work on sites
choosing to partner with Google).

You can opt out of Google by blocking Google cookies, or by opting out
on Google's website. Since they don't do interception that's all that is
necessary to ensure your browsing stays exactly as it is now.

You can avoid Google by simply not using Google as a search engine and
avoiding sites affiliated with Google's advertising service. You can't
do that with Phorm.


This doesn't mean BadPhorm support Google's behavioural advertising program. In an ideal world I'd prefer behavioural advertising simply didn't exist at all, but I'm realistic enough to know that the technology is too attractive to advertisers for that to happen. Given that, I'd rather see it implemented in a way which doesn't impact on the functioning of the network. A way which respects the right of users to clear and transparent choice, using existing and well understood methods.

Google seem to have managed to create a system which respect users and respects the network. That is why BadPhorm doesn't oppose the Google system, it's what I'd consider a 'least worst' solution.