Amazon Spurns Phorm


In a follow up to our earlier posts about the trouble with Phorm it appears that Amazon has chosen to distance itself from the controversial behavior based ad service.

In a recent article in the Guardian journalist Richard Wray wrote a story about the Amazon’s departure from the list of companies who originally were part of Phorm’s service database. Doing so eliminates the opportunity for Phorm’s application to match a consumer with an action involving Amazon.

Trust=value proposition

In our perspective companies, with whom you do business, have an (legal, moral?) obligation to maintain a standard of privacy (yes, we know it varies by country, and unfortunately by legal interpretation) that not only covers your private details, but also what business you have enacted with the company. This should include your browsing habits, your interests and other collected data.

Vote with your feet (or credit card)

Companies that respect this will have our continued business and those who don’t do so at the peril of losing a vast number of consumers who are increasingly more wary of being the brunt of  dipping into identity trails for commercial purposes. The mobile world is even more prone to actions such as this since who would take the the time to read a EULA or a Privacy policy on a mobile we browser?

Over the past years we have stopped doing business with a number of companies who, in our opinion, mis-used information we have given them under the privacy policy identified on their websites.

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