New Software to Block Sponsored Ad Results

InfoWorld is reporting ( http://www.infoworld.com/article/03/12/08/HNadsubtract_1.html ) that the new AdSubtract PRO Version 3 will include a feature called "Search Sanity," which will block paid advertisement results on search engines. While you hear of plenty of pop-up blockers, I don't recall hearing of text ads being blocked before.

I have about ten thousand feelings about this. On one hand, I appreciate the fact that some search engines have done a rotten job of distinguishing their sponsored results and that this is a Bad Thing. On the other hand, some search engines are good at distinguishing their sponsored results; why not let them generate revenue for what in most cases is a free service? (And wouldn't you rather a text ad than a banner?)

And how are search engines going to react to this kind of thing? Are they going to extend themselves to make sure that their sponsored results listings are distinct and clear? Or are they going to go the opposite direction and play a game with the ad blockers to see how far they can go to display sponsored ads without triggering the blockers?

I think it's appropriate that search engines which don't distinguish their sponsored results clearly (either by not denoting them at all or by using ambiguous language) should correct themselves, or, failing that, have their listings blocked. But I hope this doesn't turn into some kind of "arms race" between the blockers and the blockees.

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