LONDON: Phorm, the company behind a controversial online targeted advertising system, is planning to expand its operations internationally following a successful trial with UK telecoms titan BT, and may even move into the TV marketplace.

Alongside the full launch of its targeted advertising service for BT, branded BT Webwise, Phorm also has trials in place with broadband providers Virgin Media and Carphone Warehouse.

It is also thought to be in discussions with internet service providers around the world, and to be looking into how its targeted service could be developed to allow its use by TV broadcasters.

Phorm chief executive Kent Ertugrul says that the company's platform will "fundamentally change the internet and perhaps advertising in general".

Advertising revenues from the targeted system are divided between Phorm and the relevant internet service provider, and analysts estimate that the deal with BT could earn the company £85 million ($124m; €93m) a year.

Data sourced from; additional content by WARC staff