Advanced Television

BT Phorm trial concludes

December 16, 2008

BT has concluded its delayed trial of the controversial behavioural ad targeter Phorm and hopes to roll out the service to its ISP customers. Phorm told the market: "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. There will now be a period of joint analysis of the results. Following the successful completion of analysis, both of the trial results and of any changes required for expansion, BT has informed the company that it expects to move towards deployment." BT still hasn't made any public announcement.

Categories: Advertising, Articles