Adware

Adware

For the Lavasoft anti-virus program, see Ad-Aware.
Adware, or advertising-supported software, issoftware that generates revenue for its developer by automatically generating online advertisements in the user interface of the software or on a screen presented to the user during the installation process. The software may generate two types of revenue: one is for the display of the advertisement and another on a "pay-per-click" basis, if the user clicks on the advertisement. The software may implement advertisements in a variety of ways, including a static box display, a banner display, full screen, a video, pop-up ad or in some other form.
Some software developers offer their software free of charge, and rely on revenue from advertising to recoup their expenses and generate income. Some also offer a version of the software at a fee without advertising.
The software's functions may be designed to analyze the user's location and which Internet sites the user visits and to present advertising pertinent to the types of goods or services featured there. The term is sometimes used to refer to software that displays unwanted advertisements known as malware.[1]

Advertising-supported softwareEdit

In legitimate software, the advertising functions are integrated into or bundled with the program. Adware is usually seen by the developer as a way to recover development costs, and to generate revenue. In some cases, the developer may provide the software to the user free of charge or at a reduced price. The income derived from presenting advertisements to the user may allow or motivate the developer to continue to develop, maintain and upgrade the software product.[2] The use of advertising-supported software in business is becoming increasingly popular, with a third of IT and business executives in a 2007 survey by McKinsey & Company planning to be using ad-funded software within the following two years.[3]Advertisement-funded software is also one of the business models for open-source software.

Application softwareEdit

Some software is offered in both an advertising-supported mode and a paid, advertisement-free mode. The latter is usually available by an online purchase of a license or registration code for the software that unlocks the mode, or the purchase and download of a separate version of the software.[a]
Some software authors offer advertising-supported versions of their software as an alternative option to business organizations seeking to avoid paying large sums for software licenses, funding the development of the software with higher fees for advertisers.[7]
Examples of advertising-supported software include Adblock Plus ("Acceptable Ads"),[8] the Windows version of the Internet telephonyapplication Skype,[9] and the Amazon Kindle 3family of e-book readers, which has versions called "Kindle with Special Offers" that display advertisements on the home page and in sleep mode in exchange for substantially lower pricing.[10]
In 2012, Microsoft and its advertising division,Microsoft Advertising,[b] announced thatWindows 8, the major release of the Microsoft Windows operating system, would provide built-in methods for software authors to use advertising support as a business model.[12][13] The idea had been considered since as early as 2005.[14]

Software as a serviceEdit

Support by advertising is a popular business model of software as a service (SaaS) on theWeb. Notable examples include the email service Gmail[2][15] and other Google Apps(now G Suite) products,[3] and the social network Facebook.[16][17] Microsoft has also adopted the advertising-supported model for many of its social software SaaS offerings.[18]The Microsoft Office Live service was also available in an advertising-supported mode.[3]
In the view of Federal Trade Commissionstaff,[19] there appears to be general agreement that software should be considered "spyware" only if it is downloaded or installed on a computer without the user's knowledge and consent. However, unresolved issues remain concerning how, what, and when consumers need to be told about software installed on their computers for consent to be adequate. For instance, distributors often disclose in an end-user license agreement that there is additional software bundled with primary software, but some panelists and commenters did not view such disclosure as sufficient to infer consent to the installation of the bundled software.

MalwareEdit

The term adware is frequently used to describe a form of malware (malicious software)[20][21] which presents unwanted advertisements to the user of a computer.[22][23] The advertisements produced by adware are sometimes in the form of a pop-up or sometimes in an "unclosable window".[24]
When the term is used in this way, the severity of its implication varies. While some sources rate adware only as an "irritant",[25] others classify it as an "online threat"[26] or even rate it as seriously as computer viruses andtrojans.[27] The precise definition of the term in this context also varies.[c] Adware that observes the computer user's activities without their consent and reports it to the software's author is called spyware.[29]However most adware operates legally and some adware manufacturers have even sued antivirus companies for blocking adware.[30]
Programs that have been developed to detect, quarantine, and remove advertisement-displaying malware, including Ad-Aware,Malwarebytes' Anti-Malware, Spyware Doctorand Spybot – Search & Destroy. In addition, almost all commercial antivirus softwarecurrently detect adware and spyware, or offer a separate detection module.[31]
A new wrinkle is adware (using stolen certificates) that disables anti-malware and virus protection; technical remedies are available.[30]
Adware has also been discovered in certain low-cost Android devices, particularly those made by small Chinese firms running onAllwinner systems-on-chip. There are even cases where adware code is embedded deep into files stored on the system and boot partitions, to which removal involves extensive (and complex) modifications to the firmware.[32]

See alsoEdit



Online advertising

Online advertising, also called online marketing or Internet advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliverpromotional marketing messages to consumers. Consumers view online advertising as an unwanted distraction with few benefits and have increasingly turned toad blocking for a variety of reasons.
It includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (includingweb banner advertising), and mobile advertising. Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content. Other potential participants include advertising agencies who help generate and place the ad copy, an ad server which technologically delivers the ad and tracks statistics, and advertising affiliateswho do independent promotional work for the advertiser.
In 2016, Internet advertising revenues in the United States surpassed those of cable television and broadcast television.[1]:14 In 2017, Internet advertising revenues in the United States totaled $83.0 billion, a 14% increase over the $72.50 billion in revenues in 2016.[2]
Many common online advertising practices are controversial and increasingly subject to regulation. Online ad revenues may not adequately replace other publishers' revenue streams. Declining ad revenue has led some publishers to hide their content behindpaywalls.[3]

HistoryEdit

In early days of the Internet, online advertising was mostly prohibited. For example, two of the predecessor networks to the Internet,ARPANET and NSFNet, had "acceptable use policies" that banned network "use for commercial activities by for-profit institutions".[4][5] The NSFNet began phasing out its commercial use ban in 1991.[6][7][8][9]

EmailEdit

The first widely publicized example of online advertising was conducted via electronic mail. On 3 May 1978, a marketer from DEC (Digital Equipment Corporation), Gary Thuerk, sent an email to most of the ARPANET's American west coast users, advertising an open house for a new model of a DEC computer.[5][10]Despite the prevailing acceptable use policies, electronic mail marketing rapidly expanded[11]and eventually became known as "spam."
The first known large-scale non-commercial spam message was sent on 18 January 1994 by an Andrews University system administrator, by cross-posting a religious message to all USENET newsgroups.[12] In January 1994 Mark Eberra started the first email marketing company for opt in email list under the domain Insideconnect.com. He also started the Direct Email Marketing Association to help stop unwanted email and prevent spam. [13] [14]
Four months later, Laurence Canter and Martha Siegel, partners in a law firm, broadly promoted their legal services in a USENET posting titled "Green Card Lottery – Final One?"[15] Canter and Siegel's Green Card USENET spam raised the profile of online advertising, stimulating widespread interest in advertising via both Usenet and traditional email.[12] More recently, spam has evolved into a more industrial operation, wherespammers use armies of virus-infected computers (botnets) to send spam remotely.[10]

Display adsEdit

Online banner advertising began in the early 1990s as page owners sought additional revenue streams to support their content. Commercial online service Prodigy displayed banners at the bottom of the screen to promote Sears products.[16] The first clickable web ad was sold by Global Network Navigatorin 1993 to a Silicon Valley law firm.[17] In 1994, web banner advertising became mainstream when HotWired, the online component ofWired Magazine, sold banner ads to AT&T and other companies. The first AT&T ad on HotWired had a 44% click-through rate, and instead of directing clickers to AT&T's website, the ad linked to an online tour of seven of the world's most acclaimed art museums.[18][19]

Search adsEdit

GoTo.com (renamed Overture in 2001, and acquired by Yahoo! in 2003) created the first search advertising keyword auction in 1998.[20]:119 Google launched its "AdWords" search advertising program in 2000[21] and introduced quality-based ranking allocation in 2002,[22] which sorts search advertisements by a combination of bid price and searchers' likeliness to click on the ads.[20]:123

Recent trendsEdit

More recently, companies have sought to merge their advertising messages into editorial content or valuable services. Examples include Red Bull's Red Bull Media House streaming Felix Baumgartner's jump from space online, Coca-Cola's online magazines, and Nike's free applications for performance tracking.[19] Advertisers are also embracing social media[23][24] and mobile advertising; mobile ad spending has grown 90% each year from 2010 to 2013.[25]:13


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