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UK internet service provider TalkTalk has pulled the plug on its agreement with online behaviour tracking firm Phorm.
It follows news earlier in the week that BT had no immediate plans to use the service.
The directors note that this relationship had not extended to any form of trial in contrast to BT and some international internet service providers," a statement from Phorm read.
It also noted that "privacy was not a factor" in BT's decision to pull the plug on the technology.
Virgin Media, which also expressed interest in the system, was still reviewing it, according to Phorm.