Firm Debuts Software That Blocks Banner Ads

Share this content:
Solid Oak Software Inc. recently unveiled filtering software that could cause concern among Internet advertisers.


According to the company, users of the CYBERsitter 97 software can block 70 percent to 80 percent of Web-page banner ads from downloading onto their screens. CYBERsitter software originally was developed to help parents block offensive sexual and hateful material from their children's computers.


Marc Kanter, vice president of marketing at Solid Oak, Santa Barbara, CA, said the banner-blocking feature was added to CYBERsitter 97 in response to customer requests.


"Our philosophy is that customers should have a choice -- and time and time again, we get complaints about the speed degradation caused by banners that are heavy in graphics," he said. "We're not against Web advertising, we just think you should have an alternative."


The software costs $49.95. As for whether Web-site owners dependent on banner-ad dollars should be concerned, Kanter said, "If Web publishers are solely going to base their revenue stream on advertising dollars from banner ads, it could conceivably cause a problem, but I don't think the masses are going to purchase this. As the speed of the Web increases, [slow-downloads caused by heavy banners] will become less of an issue."


Robert L. Smith, Jr., president of shop.org, Silver Spring, MD, a trade association of 40 merchants selling online, including Eddie Bauer and 1-800-FLOWERS, said banner blocking is a trend worth watching.


"I can see this taking off in the active segment of the Internet community," he said, adding that if banner blocking becomes popular, Web publishers may have to rethink their business models. "I donate to public broadcasting because I love what they do, but if you want to have access to content, somebody's got to pay."
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above