I still don't get it
Call me dense, but I still just don't get the fundamental business model here.
Marketers (whom are uber-data miners by nature these days) will accept from Phorm, that the advertisements are in fact reaching the targeted audience without proof ? Highly unlikely.
If I were paying for targeted ad placements (which I did in a former life), I would demand some proof that the ads could be linked to my actual sales. No ability to prove, no sale.
I'm not giving you (Phorm) good money to do something I could do myself (i.e. advertise my product on specific websites dedicated to the same genre) unless you (Phorm) can prove to me that my customer base increased as a result ... ergo, unless you can match your advertisement base to my customer base in a statistically sound manner, it's just a lot of "wouldn't it be great if" and "theoretical BS".
In order to actually prove some marketable results, they must, by definition be able to track individuals. This is, afterall, going beyond the basics of demographics.
I, as a business consumer, would require verifiable proof, which, by Phorm's explainations, can't possibly exist. I just don't understand how a thinking advertiser would opt in on this in the first place.
If I were in the business of managing your money, you'd expect for me to tell you and illustrate how much money I made for you ... and be able to separate out my actions from yours so that you could compare and contrast the two.
If I were in the business of selling you advertising space, you'd expect for me to illustrate, compare and contrast how that space I sold you resulted in an increase in sales/profits.
In neither case would you be content with "Well, your sales went up because of a reason we can't prove." Or worse, your sales went down for a reason we can't prove.
How the heck are they supposed to tweek these things (this is, in fact what I do for a living) if there's no front-end database of whom saw what ad, clicked on it ... whom saw what ad, clicked on it and made a purchase ?
According to Phorm, there is no way of being able to track and/or report on their success/failure (if you believe their press releases anyway). This business model just doesn't make sense.
Sorry this was so long. I'm just very confused at the seemingly self-voiding of their business proposition. Something just doesn't add up.
I guarantee you ... if this thing goes full-tilt, there will be a ruckas in the coming months about how they did, in fact, store and utilize the particular details of customers ... no responsible data mining could occur without it. Their advertising customers are going to demand proof and Phorm's gonna have to give it ... ergo, they'll have to have the data to back up their claims.
This just doesn't add up. "You want me to buy a service from you based upon your unverifiable word that it works ?" Hey, I've got a bridge in Brooklyn up for sale. Interested ?
Paris because I must be equally as confused.