NebuAd, Phorm and FrontPorch have developed software that scans users online page visits and searches to create a profile of their interests. The information is then used by advertisers, in partnership with internet service providers, to target users with advertisements that accurately match their interests. The software is installed within internet service provider (ISP) networks to intercept subscribers page requests in an attempt to boost advertisers understanding of how their potential customers think before they know themselves. The companies providing this behavioral-targeting functionality believe that users will embrace this new technology, since it could make internet advertising a helpful service rather than an annoyance. According to Phorm, (the ad-targeting software) creates a situation where theres less rubbish bombarding (web surfers). Opposition to this technology is growing in Britain, where Virgin Media, TalkTalk and BT--the nations three largest ISPs--have signed deals to use Phorms service. Some networking and legal circles oppose the technology as being akin to illegal wiretapping. A Cambridge University computer-security expert believes that proponents of behavioral-targeting software assume that if only people understood all the technical details, theyll be happy. I have, and Im still not happy at all. ISPs may be able to charge advertisers more for targeted advertising, which could boost their revenues without the need to raise subscriber rates.