Phorm given the boot

Following on the BT's announcement that they were delaying the implementation of Phorm the targeted advertising system, TalkTalk announced they were dropping it all together. Virgin Media is considering Phorm and other systems but has not yet decided on a system to install. Phorm's share price fell 20 201p on the news.

Phorm works by snooping users' traffic and working out what sites they visit, then delivering targeted ads to those users based on their viewing habits. Phorm purchase they advertising space on remote sites and insert their ads.

Phorm has been criticised from privacy groups and there has been a bit of a public backlash.

Phorm is now concentrating on other markets such as Korea where it says trials are going well.

UK users may breath a sigh of relief, at least for a while in terms of Phorm.