Three of the UK's largest Internet Service Providers have signed up to use a new advertising platform that will give them a slice of the growing online targeted ad market.

BT, Virgin Media and Carphone Warehouse’s TalkTalk have signed up to use a system created by Phorm that connects advertisers, Web sites and the ISPs to produce more targeted advertising based on a user’s anonymous browsing trends. Phorm believes advertisers will be willing to pay more to place ads on Web sites signed up to the Open Internet Exchange (OIX) marketplace, because the adverts will be more relevant to the user based on their previous searching habits. The system will only remember the subjects a user has examined, and link that to a user profile, meaning the actual user and their Internet number remain anonymous.

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