InterMute - Over 5 Billion Ads Not Served. AdSubtract Blocks 5 Billionth Internet Ad

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Over 5 Billion Ads Not Served. AdSubtract
Blocks 5 Billionth Internet Ad

InterMute also Announces AdSubtract now Blocks Pop-Up, Pop-Under and Flash Ads

BRAINTREE, MA. July 30, 2001 - InterMute, Inc., developer of award winning AdSubtract(TM) web-preference software, today announced AdSubtract users have achieved a new milestone in blocking Internet ads. With AdSubtract, Internet users have blocked over five billion Internet advertisements in little over a year, freeing up terabytes of bandwidth and improving the overall Internet experience for both consumer and corporate users. According to a recent report by comScore Networks and Diameter, a division of DoubleClick, Inc. (NASDAQ: DCLK), Internet users worldwide number 296 million, with 128 million in the USA alone. Five billion blocked ads is the equivalent of 17 ads blocked for every Internet user worldwide, or 39 ads blocked per USA user.

InterMute also announced today that its AdSubtract software has been updated to allow users to block Pop-Up, Pop-Under and Flash multimedia Internet advertisements. As Internet advertising click-through rates have steadily declined, the advertising community has launched a number of more intrusive formats in an attempt to inflate the effectiveness of Internet advertising. The Pop-Up, Pop-Under and Flash ads are graphically intensive, bandwidth-draining advertising formats gaining popularity with Internet advertisers, but not with Internet users who loudly express their disdain for these formats.

AdSubtract now blocks these pervasive new ad formats, as well as the vast majority of traditional banner ads. AdSubtract also provides simple tools to manage Internet cookies with its advanced cookie management panel. This is essential for protecting online privacy while surfing the web.

"The advertising world's scramble to counter declining click-through rates by making ads more intrusive is making it easy for InterMute. Since Pop-Up, Pop-Under and Flash ads have become commonplace, there has been a huge increase in AdSubtract downloads from our website," said Ed English, CEO, InterMute. "The more intrusive Internet ads become, the more people are driven to do something about it. People are realizing that they can take control of their online experience and privacy with AdSubtract's Internet ad blocking and cookie management. AdSubtract has quickly become the most popular and trusted choice for controlling unwanted web junk."

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.