InterMute - InterMute Blocks New King-size Internet Banner Advertisements

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InterMute Blocks New King-size Internet Banner Advertisements

InterMute's AdSubtract software rescues Internet users from new performance-draining IAB Internet advertising standards

BRAINTREE, MA. March 6, 2001 - InterMute, Inc., developer of award winning AdSubtract™ web-preference software, today announced that its AdSubtract software will allow users to block Internet advertisements, including new advertisements that adhere to the Internet Advertising Bureau's (IAB) larger banner ad size guidelines. Announced last week, the new guidelines specify new ad sizes, some which exceed the footprint of the formerly largest Internet ad banner 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 speed.

"The dramatic increase in banner ad sizes announced by the IAB really surprised us", said Ed English, CEO 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. 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 recent Nielsen Ratings 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."

About InterMute, Inc.
InterMute, Inc. develops and distributes Internet software to make the web more productive, pleasant, and private. Based in Braintree, Massachusetts, InterMute's software 'Subtracts the Ads' and protects online privacy. For further information, visit the InterMute web site at www.intermute.com.