Adware Revisited
By David Fishman

Software companies involved in the Adware or spyware space have done a great job of getting their software onto people’s computers. However, the industry  has not done a very good job of giving consideration to the consumer. The industry has been unregulated by the government, allowing for abuse of advertisers by distributors, and visa versa, along with a low barrier to entry this industry is going through the growing pains that email went through earlier. The only way for adware and spyware to stay as a viable business in the future is to make sure they provide programs that are valuable to the consumer. The advertising that goes along with the free programs will not anger the consumer if they feel they received a good program.

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Most adware companies have a simple goal: get you to download their software that serves up pop-ups and other Internet ads. When a consumer downloads a free program such as a screen saver it comes with tracking software that allows companies to send targeted ads.

Critics call the methods confusing and invasive. Some of the larger adware companies “ presents its notice and consent ... in such a manner that most users mindlessly press 'accept' without understanding that what they're accepting is extra pop-ups," said Ben Edelman, a Harvard graduate student who is a noted adware critic.  However, this said, the largest players in the industry do the best job of providing information for the consumer about what is going to happen when they download.

I do believe there are companies that are legitimately offering targeted advertising to Internet users who have granted permission in order to keep the free software, such as a screen saver. No matter what, the largest companies in the space find themselves at the center of a debate over the evolving rules and ethics of Internet advertising.
 

With the emergence of spyware removers, SP2, Mozilla’s browser, the opportunity to distribute software is becoming more difficult. However, the consumer is the only group that can either keep this industry alive or kill it permanently. The consumer needs to feel they are getting value for allowing advertising to occur. The adware industry faces challenges from many sides, including legislative efforts to curb unwanted software programs, new technology that wipes out adware and spyware, pressure from Internet-rights advocates and lawsuits from businesses that claim adware practices are unfair. However, the most difficult challenge will be to come up with software that a consumer truly wants.

All software makers working in the adware space must make a concerted effort to change public opinion. The consumer needs to feel they are taken care of, not taken advantage of, by the software and advertising company. Without a clear value for them to keep the advertising software, the consumer will always feel neglected. The most well known companies in the space have done a decent job of disclosing to the consumer what is occurring when they download their software. It is now imperative that the software be a useful and enjoyable tool for the consumer, or this industry will slowly go by the way side.

David Fishman
dfishman@wrpmedia.com