Verizon’s foray into the digital ad business isn’t going all that smoothly.

Turn, a partner in the carrier’s mobile-tracking offering for advertisers, was cited in a series of critical media reports for using Verizon’s technology tracking on consumers even after they’d cleared their cookies. After defending the practice, Turn abruptly reversed its position and suspended the practice which had been nicknamed the “zombie” cookie.

“Over the past 48 hours, there has been significant interest in a method Turn uses to deliver tailored advertising to mobile browsers,” wrote Turn chief privacy officer Max Ochoa in a blog post. “We have heard the concerns and are actively re-evaluating this method.”