UK Government Outlines Future Use Of Phorm’s Ad Targeting System

Behavioral ad targeter Phorm will be allowed to operate its ad serving system in the UK, but regulators say the company must adhere to a strict set of rules, BBC reported. While Phorm can roll out its ad targeting system, UK officials the company must seek users’ consent first and allow for a clear opt-out feature. The government’s dictates follow an investigation by the European Union, which was sparked by complaints that Phorm had been planning to test its ad targeting system with telco BT