Phorm Expects More Losses Before Webwise Rollout

Phorm Expects More Losses Before Webwise Rollout

Phorm, a behavioral advertising company, is anticipating to incur more losses until the launching of Webwise technology. The ISP has lost £30.4m in 2008, and £20m the previous year. It expects to divest £1.1m a month before deploying Webwise.
 

Surprisingly, Phorm has no revenue model and has remained dependent on investor support. It was able to put up £39.7m in March 2008, and £14.8m in June this  year.

 

Phorm is relying on Webwise tracking  technology to earn fresh cash. The firm has  already closed a deal with Virgin, BT and Talk Talk, known ISPs across the UK. Webwise is also on trial phase in South Korea, sponsored by internet service provider KT. 

 

Webwise launch has been the subject of public criticism, subsequent to reports that BT launched two trials without asking for customer permission back in 2006 and 2007. BT apologized and assured that no customer's IP addresses were exposed.