The boardroom comings and goings at Phorm continue as the UK Chief Executive, Hugo Drayton, left today ‘by mutual consent’.
A new role of UK managing director has been handed to Nick Barnett, who was Phorm’s commercial director. At the same time former Turner Broadcast Systems (Europe) president, Nan Richards, joins at Deputy Chief Executive Officer
BT’s trial of the controversial targeted advertising platform, Phorm, has ended with both parties reporting success and a commitment to ‘move towards deployment’.
The trial began two and a half months ago to establish if the technology could be used on real life which, Phorm claims, it has shown it can.
“The trial achieved its primary objective
Phorm is refuting suggestions that strategic differences have caused four senior board directors to quit and is also denying the departures show it is giving up on the America market.
Despite the departing American-based chairman and chief operating officer being replaced by non executives directors based in London, a spokesman for the company is adamant that
NebuAd, one of two arch exponents of tracking user behaviour - via their ISP - to deliver more targeted adverts, has suffered a major blow with the departure of its CEO, Bob Dykes.
Using technology similar to Phorm, which is due to be trialled with BT “over the coming weeks”, NebuAd tracks user viewing habits so