Amazon Blocks Phorm Adverts Scan

Amazon has said it will not allow online advertising system Phorm to scan its web pages to produce targeted ads. Phorm builds a profile of users by scanning for keywords on websites visited and then assigns relevant ads. It has proved controversial because it scans almost all sites a user visits and there is an ongoing political debate about how a user gives consent. Last month the Open Rights Group wrote to the world’s leading websites asking them to opt out of Phorm

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