Phorm confident of ad software

21 September 2009 09:29am

Internet tracking technology company Phorm said it is making "good progress" towards deploying its controversial advertising software.

The firm, which said it remained "optimistic" about its future in the UK despite failure to land contracts with BT and TalkTalk broadband, uses technology that stores information on the sites web-users visit so that they can be targeted with advertising on other pages.

The firm is in the final stages of a large scale market trial in Korea in partnership with the country's leading internet service provider KT.

Chief executive Kent Ertugrul said the firm was also making "excellent progress" in other countries and was in discussions in over 15 markets across the world.

Mr Ertugrul said the firm had worked with a number of internet service providers (ISPs) to refine its Webwise Discover technology.

The firm suffered a major setback in July when it revealed that BT had no immediate plans to use its software and Carphone Warehouse's TalkTalk broadband pulled the plug on its agreement.

BT had conducted a trial of the Webwise technology but said it would not be deploying the software as it looked to concentrate on developing next generation broadband.

Phorm said it continues to "keep BT abreast of developments in our international markets".

It added that Virgin Media "continues to examine behavioural advertising technologies, including Phorm".

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