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Phorm, the British data mining outfit discussed on this blog last month, has hired the former Doubleclick VP to be their Chief Privacy Officer.

Attempting to stem the tide of criticism that has followed their data mining operation, Phorm realizes it needs to be out front in showing its concern for privacy. Since their software, when partnered with ISPs, collects information about nearly everything a consumer does on the Internet, not being proactive has the possibility of kindling a public relations nightmare that would make Facebook Beacon look like a day at the beach.

Jeffrey Brooks Dobbs, a VP of privacy and government affairs at DoubleClick, is the man set to take the job. “This is not a knee-jerk reaction,” said Phorm’s communications director David Sawday. “We’re only a small company, and it’s unusual for a company of our size to have a privacy officer at all. The hire demonstrates Phorm’s ongoing commitment to privacy standards.”

Phorm has run into plenty of opposition in the UK since announcing their partnership with three of Britain’s largest ISPs. Various sites and and online petitions have sprung up protesting their comprehensive opt-out data mining operation. Though Phorm avoids taking persons names, health info, and other personal info, they do take everything else and use it to target ads.

Dobbs will be based in the United States, where Phorm has yet to take a foothold. They are in talks with ISPs all over the world, however, and Dobbs will be an integral part of that campaign.

Thanks to Jack Marshall at ClickZ for the story.

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