Guardian Says ‘No Thanks’ to Phorm

phormtiff.jpgPhorm recently partnered with a three leading U.K. ISPs, and has been working hard to allay privacy concerns stemming from its use of IP-based targeting technology.

In what could portent a blow to the companies attempt to make inroads into the British advertising marketing, Guardian News & Media has just politely said thanks, but no thanks to the prospect of working with Phorm’s OIX advertising exchange.

“Our decision was in no small part down to the conversations we had internally about how this product sits with the values of our company,” Simon Philby, the Guardian’s advertising manager, is reported to have written in an e-mail to a concerned reader.

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