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EarthLink Lets Users Jettison Ads To Be Offered By June.(A)
Byline: PETE BARLAS
Rich media is becoming a welcome ally to advertisers but an unwanted nuisance to some users and Internet service providers.
EarthLink Inc., one of the largest Internet service providers in the U.S., will soon become the first ISP to let its subscribers block so-called rich media ads.
Advertisers increasingly favor rich media ads -- full-motion video or animation that appears suddenly on a PC screen -- as a way to promote their companies and sell products online.
The ads, though, can annoy users. So EarthLink, which had 4.9 million subscribers as of Jan. 1, plans to add the blocking feature in June.
The company wants to prevent unwanted advertising from interfering with its subscribers, says Jim Anderson, EarthLink's vice president of product development.
"(Rich media) is an increasing problem," he said. "Advertisers have concluded that these ads are successful, and one reason is there's no way consumers can get rid of them." For the same reason, he says, the ads are a pain to some users.
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