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Adware - Are Downloads Safe?
Developers offering downloads are paying the
price for the
malformed truths that have been put forth regarding
downloads. While not a political campaign the smears are ever present in
the adware arena.
Years ago developers saw they could monetize freeware
that
was becoming expensive to host. Developers began working
with Ad
Networks such as the former Aureate and Conducent,
who imbedded
advertisements in the software. The software in
many cases phoned home
retrieving ads. In other cases adverts were imbedded directly into the
download only being removed when the software was registered. Many well
known software companies, including Netscape distributed ad supported
versions, which allowed users to use the software for free. Developers were
compensated either by install or the number of ads served. Advertisers
welcomed new revenue streams to reach potential customers.
Adware
or advertising-supported software is any software
application in which
advertisements are displayed while the
program is running. These
applications include additional code that displays the ads in pop-up windows
or through a bar that appears on a computer screen. Adware helps recover
program development costs, and helps to hold down the price of making
the application for the user, often making it free of charge. As a result of
the AdWare revenue programmers were motivated to write maintain, and upgrade
valuable ad-enabled software. Adware was a great consumer trade off, so
were did it all go wrong?
Unbeknownst to the developers a handful of ad
serving
companies were logging and profiling the surfing habits of those
who had downloaded the ad-enabled software. After downloading free software,
the new adware companies delivered pop-up and pop-under ads based on the
consumers
surfing interests. Adware has been criticized for including
code that tracks a user's surfing habits, email address and personal
information, which are passed to third parties, without the user's
authorization or knowledge. This was the downfall of the ad serving
technology and ad-enabled software.
In many cases consumers
rightfully believe they have been
and are being spied on, which prompted an
outcry from privacy advocates. Adware is not a virus and may not be
detected by anti-virus scanning programs. It does not spread the same
way as most viruses spread. Many users do not know they are downloading a
free program along with adware onto their computer. The lack of disclosure
tarnished reputations of many well known, but misfortunate developers and
software companies. The collapse of a number of venture backed
ad-serving companies including Aureate and Conducent.
Fast forward
to today. Few applications are now ad enabled.
Those that are generally
follow strict disclosure guidelines. Some developers opt to insert static
(not changing) ads for other applications in their product line, into
free versions, but these ads do not change and there is no record of what
ads are clicked. Freeware can therefore be used free of charge and there is
no evaluation time period as with shareware. Freeware is also often a basic
or stripped down version of the shareware version. Developers make money
off ads or those who want to upgrade from the free version. There are also
developers who provide freeware out of principle, occasionally asking for a
donation. The majority of freeware that employs the use of imbedded
advertisements are provided in the true spirit of adware without the
intent to track users, but just to be safe consumers should read the fine
print.
About the Author:
Sharon Housley manages marketing for
NotePage, Inc.
http://www.notepage.net
a company specializing in
alphanumeric paging, SMS and wireless messaging
software solutions. Other sites by Sharon can be found at http://www.rss-specifications.com ,
http://www.softwaremarketingresource.com
and
http://www.small-business-software.net
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