Phorm Launches Commercial Operations
BEHAVIORAL TARGETING—BRAZILMarch 29, 2010
Behavioral advertising company Phorm has partnered with five Internet service providers (ISPs) in Brazil and has secured millions in pre-booked ad revenue, reports ClickZ. Phorm's technology harvests ISP data, allowing advertisers to tailor promotions based on Web users' browsing activities. The company announced the deals in a notice to investors on Friday. The launch follows less successful attempts in other markets such as the U.S. and UK, where authorities have scrutinized the legality of the technology. The company has also partnered with a major Korean ISP, and CEO Kent Ertugrul said Phorm is "active in almost every other major Internet market worldwide."