I cannot understand ad companies. At what point will they realise that people not only do not want advertising, but also that many simply ignore it irregardless of content. Phorm claims to be offering a service to people but as far as I can see it's simply another way for them to advertise (and an intrusive and potentially insecure way at that!).
If companies want to attract more customers online they need to make it easier for people to find them. If I'm looking for a product, the last place I will look is in a site's advert boxes. I'll do use a search or ask a friend for a recommendation, companies should try and take advantage of these methods rather than spoiling people's browsing with and endless stream of adverts.