Phorm Rolls Out in Romania

Online ad targeting technology company Phorm has announced the launch in Romania of both its Discovery personalization engine and the Open Internet Exchange (OIX) advertising marketplace.

The first taker for Discovery, which serves users relevant content based on their browser history, is Romanian ISP Romtelecom. Based on Phorm's experience in Brazil the company believes the majority of the telco's one million plus broadband users will opt into the service. The company has also been working with web publishers and advertising agencies in Romania on the assumption that the user base will reach a critical mass soon.

Kent Ertugrul, Founder and Chief Executive of Phorm, commented: 'We are very excited to have been given the opportunity to partner with Romtelecom and many of Romania's leading content and advertising players. We believe that this launch will bring a higher quality browsing experience to Romanian consumers whilst opening up significant revenue opportunities to the online economy.'

Phorm has battled over several years with problems including legal challenges in the UK and - partly as a result of the change of geographical focus this required - ongoing substantial losses. Recently, however, its crucial Brazilian operation appears to have made good progress, while investment has continued to flow.

Phorm is based in Delaware, has offices in Bucharest, London, Moscow, Sao Paulo and Seoul and has a headcount in excess of 150. The firm can be found online at www.phorm.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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