Blog Post

Phorm’s UK Chief Is Out; Domestic Focus Moves Overseas

Has much-maligned on-network ad targeter Phorm finally put its UK ambitions on hiatus? It’s saying goodbye to its UK managing director Nick Barnett, we have learned.

According to his bio, Barnett was “responsible for the UK business, working with ISPs on the trial and deployment of Phorm’s technology as well as overseeing our commercial relationships with advertisers, publishers and ad networks”. But, with none of Phorm’s initially-announced three interested UK ISPs having gone ahead with rollout and some publishers having become wary, there seems little prospect of UK success at this point.

Asked about Barnett’s departure, whether he is being replaced, what it means for UK plans and whether there’s any further reorganisation, Phorm declined to comment. It’s not known whether Barnett is at a new job.

Phorm in June tried a new pitch, by offering users personalised content along with ads. But the focus has shifted to international – having secured a whiff of business through a trial by South Korea’s KT, Phorm hired a local CEO there and has continued to say other international ISPs are interested, though none have been named for trial. A spokesperson tells paidContent:UK: “The trial with KT (Korea Telecom) is ongoing. We