interMute Blocks New King-size Internet Banner Advertisements; interMute's AdSubtract Software Rescues Internet Users From New Performance-Draining IAB Internet Advertising Standards.Business/Technology Editors BRAINTREE, Mass.--(BUSINESS WIRE)--March 6, 2001 interMute, Inc., developer of award winning AdSubtracttm web-preference software, today announced that its AdSubtract software will allow users to block Internet advertisements, including new advertisements that adhere to adhere to verb 1. follow, keep, maintain, respect, observe, be true, fulfil, obey, heed, keep to, abide by, be loyal, mind, be constant, be faithful 2. the Internet Advertising Delivering ads to Internet users via Web sites, e-mail, ad-supported software and Internet-enabled cellphones. Also called an "ad network," Internet advertising organizations act as a middleman between the advertiser and the Web sites and software publishers that display the ads. Bureau's (IAB (1) See Internet Architecture Board. (2) (Interactive Advertising Bureau, New York, www.iab.net) An industry association founded in 1996 to set standards and guidelines for interactive advertising and marketing. ) larger banner ad A graphic image used on Web sites to advertise a product or service. Banner ads come in numerous sizes, but are often rectangles 460 pixels wide by 60 pixels high. Also 460 x 55 and 392 x 72 sizes are commonly used. size guidelines. Announced last week, the new guidelines specify new ad sizes, some which exceed the footprint of the formerly largest Internet ad banner See banner ad. standard size by more than 300 percent. Through AdSubtract, users can greatly reduce screen clutter and boost their Internet performance by blocking unwanted banner ads and Internet cookies that can significantly slow down web browsing speeds. "The dramatic increase in banner ad sizes announced by the IAB really surprised us," said Ed English, CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. of interMute. "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." Previously, the largest standard Internet banner ad occupied 28,800 screen pixels. Under the new IAB guidelines, which define new ad formats with names such as "Wide Skyscraper," three of the larger ad sizes will now cover more than 94,000 screen pixels. "These new king-size banner ad formats seem a misguided response to counteract declining banner ad click through rates Click Through Rates The percent of individuals viewing a Web page who click on a specific banner ad appearing on the page. Notes: Overall click-through rates have declined substantially since the early days of electronic commerce on the Web. . 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. According to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. recent Nielsen Ratings Nielsen ratings National ratings of the popularity of U.S. television shows. Developed by A.C. Nielsen in 1950, the system now samples television viewing in about 5,000 homes. numbers published for December 2000, more than one out of every four home users still connects to the Internet using a 28.8Kbps or slower modem. Even 56K modems, which are now the leading connection technology for home users connecting to the Web, are straining to keep pace with the heavy graphic and performance slowing nature of ad-cluttered Web sites. "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," said English. About interMute, Inc. interMute, Inc. develops and distributes Internet software to make the web faster, more pleasant and private. Based in Braintree, Mass., interMute's AdSubtract brand software `Subtracts the Ads' and enhances online-privacy. Recently rated five-stars by ZDNet Downloads, AdSubtract software has received numerous industry awards and accolades. For further information, visit the AdSubtract Web site at: www.adsubtract.com or email us at support@adsubtract.com. |
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