Phorm to focus on emerging markets

Phorm has decided to deploy in other markets before focusing its attention on the UK due to lack of support.

A spokesperson for the behavioural targeting company said the UK was now a “medium to long-term prospect” and confirmed it is going to concentrate on emerging markets first.

The move follows BT and Talk Talks’ decision to cut ties with the controversial ad company.

Phorm said its only other UK client Virgin Media is continuing to evaluate Webwise, a system that tracks the internet habits of customers to deliver targeted ads.

In July, Virgin said: “Given the fast moving nature of the sector, Virgin Media is reviewing potential opportunities with suppliers including Phorm prior to making any commitment to launch any of these technologies.”

Phorm is now expected to focus on its relationship with Korea’s largest ISP KT as well as opportunities in other markets, such as Brazil and Japan.

However, the company has decided to keep its UK operation running for the time being.

“Phorm remains fully committed to its operations in the UK. We continue to be active in the market and are confident of the opportunities domestically. Meanwhile, Phorm is also making substantial operational progress internationally,” a statement said.

Last week, Phorm announced a pre-tax loss of $15 million (£9.3 million) for the first six months of this year – an improvement on the same period last year, when it reported a pre-tax loss of $24.7 million.