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Phorm, Inc. is striving to create a new, more responsive, intuitive kind of internet experience. That might sound like an ambitious goal for a small startup, but we believe that through technological innovation, creativity, hard work, and community we can help make the internet more adaptive than its current static state. With Phorm technology, the internet can automatically adapt itself to people's interests.

What does that mean? It could be online advertising, media or content that's tailored to the things you like, or an additional layer of protection from online fraud - but it's all about making the internet work for you - rather than you working around the internet.

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Established thinking dictates that personalisation can only come at a cost: loss of privacy. At Phorm, we believe we've created a system that turns that thinking on its head, and some of the world's leading privacy advocates in the UK and worldwide agree with us. We've been able to challenge the status quo by designing and building a system that understands what people want -- without ever knowing who they are or where they've been.

At Phorm, we believe that as people come to understand how the internet works, they will demand that companies move on from the orthodoxy of 'store and retrieve' data to only storing the bare minimum. It's the right thing for consumers, it's a far better thing for advertisers, and it's the best possible thing for websites -- which means it's the best option for the continuation of a rich and diverse internet.