Many internet service providers won't be in the digital advertising business anytime soon in light of an ongoing backlash over privacy and a shakeup at one of the leading web-tracking firms.

NebuAd, the firm that developed the controversial tracking technology needed to serve ads dynamically at the ISP-level, has lost its CEO, Robert Dykes, who left the company to work for Verifone, a maker of payment processing equipment.

According to an Associated Press report, Dykes will assume his new duties as CFO at Verifone effective immediately.

Kira Makagon, NebuAd's president, will assume the role of CEO.

The news is something of a setback for NebuAd, which was set to work with numerous telecoms to serve ads at the ISP-level. Yesterday, news broke that many of those telecoms backed away from the idea of serving ads after a difficult summer marked by privacy concerns.