How does the OIX use ISP data?
The OIX uses data from ISP pipes to upgrade the generic advertising on websites with more relevant ads. These ads will be viewed by ISP subscribers who are most likely to be looking for the advertised product or service based on keyword patterns in their browsing behavior. The OIX delivers these ads via third-party publishers (individual websites or publisher networks) who are paid for the space depending on the price they set for the ad spot used to serve the ad. Revenue received by the OIX is split between the providers of the data (ISPs), the technology (Phorm) and whichever party sold the campaign to the advertiser.
