Next year could be a "make or break" one for ISP-level behavioral targeting, which in 2008 faced scrutiny by regulators in the U.S. and the U.K. One such player in the burgeoning field, NebuAd, in September announced a change of course for the U.S. to more "conventional" user-targeting methods, while another, Phorm, has begun ISP-level behavioral targeting in the U.K.

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