A new software package that can banish adverts from internet pages looks set to threaten the Internet's infant advertising industry.
Adfilter, which has been developed by Adsciences, a UK-based computer company, halves the time it takes to view a page by removing the adverts which consist of graphics and therefore take longer to download. The saving of time online will cut phone call costs dramatically.
Adsciences pledges to make free updates available as and when the industry retaliates by devising workrounds to make sure adverts get through the filter.
The £18.50 software can also be installed on a corporate network's gateway to the Internet. It is downloadable from www.adfliter.com for a 30-day free trial.