Phorm trying to win back Amazon

It's not been a good week for Phorm.

The controversial behavioural advertising system has been banned from scanning users at sites run by Amazon and Wikimedia, and caused the European Union to consider legal action against the UK government.

While Phorm might have lost a few battles this week, it remains convinced it will win the war and is even trying to bring Amazon back on side, Phorm's global commerical director Mike Moore told IT PRO.

Websites can choose to opt out of Phorm's scanning system using an automated service, which removes their domains within 48 hours. But Moore said Phorm often then chooses to "engage them directly," to try to convince sites to return to the advertising service. Of Amazon, he said: "We're reaching out to them."

Amazon was one of among several big web firms sent a letter by the Open Rights Group (ORG), asking them to opt out of Phorm.

Moore acknowledged that Phorm was already speaking with some of the other firms targeted by ORG, which also includes Facebook and Yahoo. "All I'll say is we are in contact with people approached by ORG," he said, adding the discussions did not stem directly from ORG's letter, but were happening before it was sent.

Moore said he couldn't comment on whether the "reaching out" tactic had yet to be successful in changing the decisions made by any firms.

While the detractors have been made quite public, Moore said other firms were happy to take part but quietly. "Many more sites are choosing to work with us quietly as part of their business strategy," he said, but was unable to elaborate on the names of those companies.

Despite the troublesome week, Phorm isn't worried. "We're confident lots of sites, big sites, will be taking part," Moore said.

"It's very, very early days. I should stress and re-stress that Phorm isn't live yet, we haven't deployed yet," Moore said. In the UK, BT has held trials of the service. Moore added: "With anything new, there's going to be some questions."

While Moore was confident that firms would sign up when Phorm eventually does launch, he added: "Hopefully doors won't be closed by then."

Amazon had not responded to our request for comment at the time of publication.

Earlier this month, Phorm admitted it may try paying users or donating to charities on their behalf to entice them to take part.