Phorm is performing a management shuffle, following the departures of its CFO and head of UK operations. Phorm specializes in contextual and behavioral advertising technology, which it has been testing in the U.K. with partner BT.
Hugo Drayton, Phorm’s UK chief executive, will leave the company “by mutual agreement at the end of 2008, though he will remain an advisor to the company.”
The company appointed Nan Richards deputy chief executive officer, given responsibility for operations. Richards was previously president of Turner Broadcasting System Europe, a division of Time Warner.
Andrew Croxson will become Phorm’s global CFO on an interim basis. Croxson joins from Ingenious Consulting. He will replace Lynne Millar, who has resigned as UK CFO.
Nick Barnett, currently Phorm’s UK commercial director, was promoted to UK managing director, a new position at the company. Barnett will be responsible for the U.K. business working with ISPs on the trial and deployment of Phorm’s technology, as well as overseeing Phorm’s commercial relationships with advertisers, publishers and ad networks.
BT and Phorm recently published a terse statement that they have concluded a technical trial designed to test the latter’s technology.
The pair said the trial achieved its primary objective of testing all of the elements necessary for a larger deployment, including the serving of small volumes of targeted advertising.
BT inspired criticism in Britain about violating consumer privacy with separate tests in 2006 and 2007 of Phorm’s technology without informing its customers that that was what it was doing. Consumer advocates continue to protest against Phorm.
Two other U.K. service providers, Virgin Media and Carphone, also intend to work with Phorm but have yet to conduct tests of Phorm’s technology.
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