If Phorm had its way, it could really be revolutionizing the way we use the internet. The only catch - it is becoming increasingly difficult to determine whether this change is going to be good or not. Phorm, a Delaware based digital technology firm has developed a new way in which advertising on the internet will take place - thus making internet the most lucrative medium for advertising. However, consumer forums, NGOs and the vanguards of the web are concerned about the ramifications it may have for online privacy.

Phorm has developed a technology called Webwise - which will be offered directly to your Internet Service Provider. According to the Phorm website, this technology provides the users safety from fake ‘phishing' websites. Webwise will detect and warm users when a website is suspected of ‘phishing'. However, the real bone of contention is its advertising technology. Webwise has developed a way in which ISPs will now be able to detect and track users' online behavior in order to send them targeted advertisements. This means the technology will have to know everything about a user in order to effectively show ads of products that the user will be interested in. Imagine walking on a street where shop fronts, kiosks, bill boards automatically change to show products that you would like. Freaky, isn't it? It's as good as someone getting into your head. 

Phorm guarantees this technology does not in any way store any personal, confidential or sensitive information, since that is the way its technology is designed. It is completely legal, conforming to UK laws and according to the website has been developed in accordance with the policies of the Information Commissioner's Office. However to anyone who's ever had an email account hacked into, it's going to seem like a lot of hogwash. Thankfully, due to the efforts of a lot of active internet and consumer communities, end users have the freedom to ‘Opt In' for a trial period. Previously there was only an ‘Opt Out' option. Phorm is yet to launch itself fully, and when it does, proxy servers will only get better and much more in demand.