Perphormance-related pay

Really, enough has been written in recent weeks about Phorm. But to overload the whole thing a tiny bit more: I never, repeat never, pay direct attention to commercial advertising I see on web pages. Relevant or otherwise. Unless I’m alone, then for Phorm to help ISPs to ‘reach full revenue potential’ it will need to do something more than chew over the fascinating pages about HTTP status codes, W3C specs, browser quirks etc that I habitually visit and shove in some ads based on a bit of keyword analysis or whatever. To get my attention and my ‘click-through’s, the inserted material will have to be stimulating and useful reading matter in its own right. Possibly this reading matter equates to the content of the pages I originally requested, in which case a satisfactory system is already in place.