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Phorm Launches Webwise Discover Recommendation Engine

The controversial behavioural ad-serving company Phorm has come up with a new “recommendation engine” to assist web searchers easily find related content within various websites.

The new web search service, tagged as “Webwise Discover”, is a part of the company’s contentious Webwise Technology, which presents targeted adverts to users on the basis of their online behaviour.

The move is expected to help the company in encouraging ISP subscribers to go for its monitored browsing for targeted advertising. With a tagline “don't search, just browse”, the new search engine from Phorm vows to help web users find any content without pooling much of their time and efforts in it.

The service will be offered free to customers who opt in for Phorm’s targeted advertising service. As of now, the service is being trialled in South Korea, and the company announced that it is planning to conduct a trial with BT soon, with an aim to rolling it out in the UK by the end of this year.

Touting its new search technology, chief exec of Phorm Kent Ertugrul said in a statement, “Search is a very powerful tool, but people don’t always know what they are looking for. This system understands what you like, without searching. It happens automatically”.

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Our Comments

Wolf in a sheep's skin, that's what comes to mind when reading the press release sent by Phorm. Ironically, the controversial company launched yet another "engine" services after Microsoft's Decision Engine. ISPs and companies will be wary about the negative PR and backlash that can be generated should they try to partner with Phorm.

Related Links

Phorm unveils consumer content service (opens in new tab)

(IT Pro)

Phorm lifts the lid on Webwise (opens in new tab)

(Web User)

Phorm serves up 'recommendation engine' (opens in new tab)

(ZDNet)

Phorm woos browsers with personalised web (opens in new tab)

(The Register)

Phorm starts Discover service (opens in new tab)

(Financial Times)

Phorm unveils personalised content search engine (opens in new tab)

(Brand Republic)

Désiré has been musing and writing about technology during a career spanning four decades. He dabbled in website building and web hosting when DHTML and frames were en vogue and started writing about the impact of technology on society just before the start of the Y2K hysteria at the turn of the last millennium. Following an eight-year stint at ITProPortal.com where he discovered the joys of global tech-fests, Désiré now heads up TechRadar Pro. Previously he was a freelance technology journalist at Incisive Media, Breakthrough Publishing and Vnunet, and Business Magazine. He also launched and hosted the first Tech Radio Show on Radio Plus.