I don't understand their tactics
Every Telco I've worked with buys hardware, software, and services from vendors to achieve operational goals.
Want to make advertising money from users without a third party?
Buy Phorm servers and software. Send your own users/admins on training courses at Phorm on how to use it, or 'temporary headhunt'/sabbatical some Phorm staff. Instant removal of the third party problem because they're now part of your company.
Buy Phorm services in the form of advertising configurations.
Pay Phorm as a percentage of profits, just like they were expecting
It's all in how the contract is written.
Not saying that Telcos want to be seen to be doing this, but they are already seen to be doing this, and via a third party too.
Wish they'd all suffer some unpleaseant ilnesses though.