BT 'Expects to Deploy' Phorm Software

Ad targeting software company Phorm has announced the conclusion of its trial with ISP partner BT, and says that subject to a successful evaluation, the UK telecoms giant 'expects to move towards deployment'.

According to Phorm's London Stock Exchange announcement, 'The trial achieved its primary objective of testing all the elements necessary for a larger deployment, including the serving of small volumes of targeted advertising.' A period of joint analysis will follow, both of the trial results and of any changes required to expand the service.

Phorm has been dogged by controversy ever since May, when BT admitted using business customers' data without permission in the preliminary trial of its Webwise software, but won approval from the UK's Department for Business, Enterprise & Regulatory Reform (BERR) in September when the body decided its technology did not break EU data protection laws so long as users can easily opt-out. Mobile phone operator Orange, however, pulled out of plans to use the technology in November, due to lingering concerns about customer privacy.

Phorm is incorporated in Delaware, USA, has offices in New York and London and joined AIM in 2004. Its home page is at www.phorm.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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