Big brother technology in big bother

October 1, 2008
by Stuart Thurstan

In principal, it seems very controllable - a piece of kit that involves as much management and nurturing as a search campaign with similar skills required from the campaign analyst. Learning’s can be gained quickly from the Data* gathered so a campaign can be optimised to a performance level targeted more quickly. As market conditions change a dynamic digital team can adapt using this technology.

Again, it is being trialled this week with BT users in the UK. Press are creating uproar. The investment so far has been huge and Phorm H1 pretax loss widens to $24.67m. So things need to get moving quickly!

This is another example of technology leading the way to allow display advertising to show its value, as businesses are under increasing pressure to plan media that gives a direct response.