Behavioral ad targeting firm Phorm selected Ricchetti, Inc., a lobbying firm headed by Steven Ricchetti, to represent its interests on Capitol Hill. Mr. Ricchetti was the deputy chief of staff to the Clinton Administration. His firm has also represented Sirius Satellite Radio and AT&T.

Like US-based NebuAd, United Kingdom-based Phorm partners with ISPs to serve ads against data gathered from online activity. And while Phorm positions itself as good for ISPs, publishers and customers, a recent survey of ISPreview readers found 57 percent would leave their ISP if it partnered with Phorm.

Its decision to enlist heavy-hitting Ricchetti arrives as policy makers in the Senate and House debate whether behavioral targeting endangers user privacy. Privacy advocates used the opportunity to compare ISP-based behavioral advertising to browser hijacks and malware.

In the fracas, NebuAd lost a relationship with Charter that could have enabled customers to gauge first-hand whether targeted advertising adversely affects their online experience. Shortly thereafter, two more ISPs distanced themselves from the company.

Ricchetti represented AT&T's side in the 'net neutrality battles on Capitol Hill last year. MediaPost notes this experience could be useful in weaving a defense for Phorm.