• ClickZ, Tuesday, March 7, 2006 10:31 AM

Microsoft's new update to its Internet Explorer browser could have implications for rich media advertisers and vendors, writes ClickZ--in some cases requiring that users click on an ad or video before it plays. The shake-up is the result of a patent dispute with a small software company called Eolas, which a few years ago won a patent dealing with the way plug-in applications are called in a browser. According to the article, because the decision has been looming for so long, many rich media vendors have already made adjustments to their applications, so the changes won't be noticed by Internet users--but for others that haven't made changes, the change could be disruptive to the way some Flash ads are viewed. The change is not likely to affect the following vendors: DoubleClick, EyeBlaster, EyeWonder, Klipmart, or PointRoll. Other vendors were not reached. The change will be most troubling to marketers who have created their own Flash-based applications, and publishers that either implement their own in-house ad serving system or use one from a smaller vendor.

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