Gator-IAB Fight Gets Interesting

from the sue!--sue!--sue! dept

Remember a week and a half ago that whole mess about Gator putting their own ads on top of other ads? Well, the Interactive Advertising Bureau didn’t take too kindly to that. They talked to Gator about the issue last week, and when talks broke down, they put out a statement this morning saying that Gator breaks the law in doing what they do. Gator, which seems like a proactive sort of company anyway, has struck back by suing the IAB for “unfounded accusations and threats”. I think it would be fun (and only fair) if the IAB was allowed to shout down Gator’s arguments in court while Gator’s lawyers were presenting arguments. It would make an effective demonstration of what Gator is doing to online advertisers.

Rate this comment as insightful
Rate this comment as funny
You have rated this comment as insightful
You have rated this comment as funny
Flag this comment as abusive/trolling/spam
You have flagged this comment
The first word has already been claimed
The last word has already been claimed
Insightful Lightbulb icon Funny Laughing icon Abusive/trolling/spam Flag icon Insightful badge Lightbulb icon Funny badge Laughing icon Comments icon

Comments on “Gator-IAB Fight Gets Interesting”

Subscribe: RSS Leave a comment
Ed says:

The Wrong Reasons

Unfortunately Gator is being attacked for the wrong reasons. As a user, I don’t have any objection to installing a program that covers over banner ads with stock tickers or some other kind of info that is useful to me — it would be a better utilization of screen real estate. What Gator should be ashamed of is the way their software sneaks its way into your system without any obvious indication. I still don’t see the difference between that and a Trojan Horse, and I’ll bet the hackers don’t, either. I’m waiting for the case where somebody distributes a bunch of data infected with Back Orifice, gets caught, then gets off because he “notified” victims twenty pages into a click-through agreement somewhere.

Ed says:

Re: Is this really a net specific issue?

Exactly, and with PVRs like Tivo, digital ad replacement and/or removal could be a reality today. I’ve heard that Tivo has been reluctant to add features that make skipping commercials too easy; apparently they feel like they shouldn’t piss off any broadcasters. If memory serves, weren’t they also talking about playing their own downloaded ads whenever you pause a live picture?

I think that all is fair game as long as it’s under the control of the viewer. Nobody questions my right to flip channels or mute the volume or push the image into a P-in-P window. Cable companies have very limited rights to insert ads, I believe, in regular commercial slots, but always based on a contract with the broadcaster. Those principles seem just as valid on the web: as an end user, I can install whatever browser software or plug-in I want, including ad filters, but nobody else, like an ISP can make any changes to content as it is delivered to me.

Add Your Comment

Your email address will not be published. Required fields are marked *

Have a Techdirt Account? Sign in now. Want one? Register here

Comment Options:

Make this the or (get credits or sign in to see balance) what's this?

What's this?

Techdirt community members with Techdirt Credits can spotlight a comment as either the "First Word" or "Last Word" on a particular comment thread. Credits can be purchased at the Techdirt Insider Shop »

Follow Techdirt

Techdirt Daily Newsletter

Techdirt Deals
Techdirt Insider Discord
The latest chatter on the Techdirt Insider Discord channel...