• by March 7, 2001

AdSubtract software today announced that it will allow users to block online ads, including new formats that adhere to the IAB's new larger banner ad size guidelines.

Thought I'd share with you what Ed English, CEO of interMute, the developer of AdSubtract, said in a statement: "The dramatic increase in banner ad sizes announced by the IAB really surprised us," he said. "Their goal of making the Internet a more effective marketing medium we believe is inconsistent with why people want to use the Web. People are tired of the interruptions and distractions. When it comes to banner ads, bigger is definitely not better, and for end- users, is simply making the term World Wide Wait all the more real."

"These new king-size banner ad formats seem a misguided response to counteract declining banner ad click through rates. Online ads don't work well. People resent online ads even sized as they are today. They will not welcome these gigantic ads," said English.

"For us, we expect the bigger banner ads will be great for our business. AdSubtract's ad-blocking database has already been updated to recognize the new king-size banner ads. Combined with the new trend of increasing the use of bandwidth heavy, visually annoying pop-up ads, these advertisements have been driving people to use AdSubtract," English concluded.

I have but one question: all ad blocking companies think advertising is encumbering Internet use and refuse to see even the smallest value in ads. Yet almost all web content is available to web surfers free of charge. My question to ad blockers is: "Who do you think pays for your favorite content to come up on your own screen day after day?" The web is ad- supported, thus it's free to use. Please get used to that!