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Phorming

D
darshankarias

This document discusses phorming, which is a marketing technique used by some internet service providers to intercept and analyze users' web traffic in order to display targeted ads. It works by assigning each user a random ID number and tracking their search queries and web browsing activity. While this allows for more personalized ads, it also raises major privacy and legal issues by collecting and sharing users' personal web data without their explicit consent. The document outlines the technical process of phorming, debates its pros and cons, and concludes that the main benefits go to the ISP and phorming company, rather than the individual users.

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Phorming The mother of all privacy issues Techies Darshan Karia Sandeep Sreenivasan
Outline What is phorming? How phorming works? 損 Techie aspects 損 Legal Aspects Pros of phorming Cons of phorming Conclusion
What is Phorming? A parasitic marketing technique, which involves intercepting website traffic to profile ISP users interests and affiliations (without explicit consent from either the website or their users) [1] Phorm 121 Media
How phorming works? Techie Aspects: - Assignment of 24 digit random number (Phom UID) - User searches for query - Search Query and UID sniffed by Phorm server - Retrieval of user search query from web - Compare web information with relevant channels - Sending search response and targeted Ads
Web Server ISP Server Phorm Server Client Machine
Web Server ISP Server Phorm Server
Phorming
Phorming
Phorming
ISP Server Phorm Server Client machine
How phorming works? Legal Aspects: - Interception of communication: An offence contrary to Section 1 of RIPA 2000 - Fraud: An offence contrary to Section 1 of Fraud Act 2006 - Unlawful processing of sensitive personal data: Contrary to DPA 1998 - Risk of committing civil wrongs: actionable at the suit of website owners
Pros of phorming Receive targeted Ads instead of random ones Expertise and time required for searching information is reduced Browser independent Minimal bandwidth usage Add on facilities 損 Monitoring surfing habits and suggest related web pages 損 Protection against phishing
Cons of phorming Third party private company( No contractual arrangement with) gets to see all your HTTP traffic If you opt out third party can still see your traffic If you opt out, but clear you cookies you are back into the system Anti phishing services are already standard with most modern web browsers Phorm under previous incarnation produced spyware
Conclusion Key benefits: ISP and phorming company Vicious circle for the user
Phorming
References [1] The urban dictionary http://www.urbandictionary.com/define.php?term=phorming [2] Phorm: http://www.phorm.com/faq.html [3] Phorm Webwise system Richard Clayton, May 2008, www.cl.cam.ac.uk/~rnc1/080518-phorm.pdf [4] Wikipedia: www.wikipedia.com [5] Images courtesy: www.images.google.com
Phorming

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Phorming

  • 1. Phorming The mother of all privacy issues Techies Darshan Karia Sandeep Sreenivasan
  • 2. Outline What is phorming? How phorming works? 損 Techie aspects 損 Legal Aspects Pros of phorming Cons of phorming Conclusion
  • 3. What is Phorming? A parasitic marketing technique, which involves intercepting website traffic to profile ISP users interests and affiliations (without explicit consent from either the website or their users) [1] Phorm 121 Media
  • 4. How phorming works? Techie Aspects: - Assignment of 24 digit random number (Phom UID) - User searches for query - Search Query and UID sniffed by Phorm server - Retrieval of user search query from web - Compare web information with relevant channels - Sending search response and targeted Ads
  • 5. Web Server ISP Server Phorm Server Client Machine
  • 6. Web Server ISP Server Phorm Server
  • 10. ISP Server Phorm Server Client machine
  • 11. How phorming works? Legal Aspects: - Interception of communication: An offence contrary to Section 1 of RIPA 2000 - Fraud: An offence contrary to Section 1 of Fraud Act 2006 - Unlawful processing of sensitive personal data: Contrary to DPA 1998 - Risk of committing civil wrongs: actionable at the suit of website owners
  • 12. Pros of phorming Receive targeted Ads instead of random ones Expertise and time required for searching information is reduced Browser independent Minimal bandwidth usage Add on facilities 損 Monitoring surfing habits and suggest related web pages 損 Protection against phishing
  • 13. Cons of phorming Third party private company( No contractual arrangement with) gets to see all your HTTP traffic If you opt out third party can still see your traffic If you opt out, but clear you cookies you are back into the system Anti phishing services are already standard with most modern web browsers Phorm under previous incarnation produced spyware
  • 14. Conclusion Key benefits: ISP and phorming company Vicious circle for the user
  • 16. References [1] The urban dictionary http://www.urbandictionary.com/define.php?term=phorming [2] Phorm: http://www.phorm.com/faq.html [3] Phorm Webwise system Richard Clayton, May 2008, www.cl.cam.ac.uk/~rnc1/080518-phorm.pdf [4] Wikipedia: www.wikipedia.com [5] Images courtesy: www.images.google.com