It has only been a matter of days since BT announced that its plans for the introduction of the targeted advertising system Phorm or, as the system has become known to BT customers, Webwise, have been put on hold.
Now another internet service provider that showed an interest in deploying the system has decided to walk away too.
TalkTalk was said to be very interested in Phorm and had a working relationship, but nothing like that of BT which had been testing the system on its network.
For Phorm this is not such a bitter blow as the deal with TalkTalk was not at an advanced stage – the relationship was more at an enquiry level, rather than a formal agreement.
However, whatever the status of the agreement, this news will not be good for Phorm.