Hey! Get Off My Desktop

Adware is not inherently bad…
As an affiliate marketer on the distribution end of the business, it’s difficult for me to categorically label this form of online marketing as malicious. The problem lies not in the applications themselves, but like most things in life including alcohol, technology and even power– in its abuse.

Money talks…
Let’s face it- adware/spyware is big business. An estimated $2 billion dollar a year industry in fact. With over a hundred million dollars invested into the space, and much more generated in revenues every year, there’s a lot of vested interests in making this a viable and sustainable, long-term business. But with any institution that involves big money, corruption and bad practices are not too far behind. Consumers and privacy advocates alike have been hot on the tails of these companies against over intrusive software for years now, to the point where the government is now getting involved.

First let’s get the facts straight…
Adware is simply any software that serves advertisements to a user while the application is in use, most often in the form of banner ads or pop-up ad. These ad delivery systems are most often integrated into free applications as an alternative means to generating revenue, besides charging for its use.

Key characteristics:
Permission to install
Web surfing activity monitored (to target ads)
Anonymous tracking and reporting, in aggregate
End User License Agreement (EULA) and Privacy Policy meet standards
Removal may disable freeware or shareware it came with

Spyware on the other hand is software used to maliciously monitor and collect a user’s actual activity. It stealthily monitors a user’s web surfing habits, gathering sensitive personal information such as passwords and even credit card numbers. Spyware applications utilize many of the same distribution methods as legitimate adware, often times bundling as hidden components of freeware or shareware programs, but also through more shady practices such as drive-by download sites that leverage browser exploits and circumvent disclosure.

Key characteristics:
No permission to install
Both online and offline activity may be tracked
Personally identifiable information easily stolen
End User License Agreement (EULA) and Privacy Statement may not exist
Can be difficult, even impossible to uninstall

Consumer lash back…
Shady practices utilized by companies in pursuit of a quick buck have lead to harsh consumer lash back against the entire space. The main concern, besides obvious privacy issues, revolves around the methods that “users” can be obtained. Back in the day when email opt out ruled– once an opt out list was generated and sold to as many people as possible, which all sent as much mail as possible, inboxes were inundated to the point of uselessness. Similarly with downloads, drive-by installs, along with bundling- where a user unknowingly downloads multiple pieces of software after agreeing to install just one desktop application can do as much damage. These users are hit hard with solicitations from each company until the computer is rendered useless.

Consumer confusion…
The negative distortion of the space in the public’s eye comes from those unscrupulous companies that have abused this advertising medium. This all leads to public confusion and generalizations / misconceptions about the space. Even the Webster’s dictionary equates the terms adware and spyware.

From Webster’s New Millennium™ Dictionary of English:
Adware: a form of spyware that collects information about the computer user’s online behavior in order to display targeted advertisements in the Web browser.

The same way that legitimate email marketing companies now are trying to differentiate themselves from spammers, adware players will have to differentiate themselves from spyware and other forms of malware by adding true value to their downloads and following best practices in the interest of consumers.

The spin…
Major players in the desktop space are now proactively taking action into their own hands to build legitimacy and shine their company in a positive light. 180solutions recently brought on board Sean Sundwall, Microsoft’s former chief PR guy, who is now leading the charge to clean up the company’s image in the public’s eye. Just this past Tuesday they announced in a press release: “180solutions Embarks on Campaign to Re-Notify 20 Million Customers Ensuring Proper Consent and Disclosure. [This] Re-Notification Effort Is Part of Broader Initiative to Ensure Bad Actors No Longer Deceptively Install the Company’s Software.”

The press release announces three action items that target main consumer concerns:
(1) That users have one of their applications installed on their desktops.
(2) Notification to users that they will receive on average 2-3 targeted ads per day in exchange for free premium online content and
(3) Uninstall instructions for any user wanting to remove the software.

Vendors such as 180solutions are clearly looking to rebuild their image and earn legitimacy before more public scrutiny and tough laws targeting adware and spyware come into effect.

The desktop industry is here to stay…
To overcome current growing pains as the space reaches maturity, it will need to drastically clean up its act and offer real consideration to consumers. The days of drive-by installs, ActiveX bundling, and other shady practices without repercussions need to come to an end. And the days of having users actually opt in are soon to be upon us. As more companies and individual techies learn how to install adware onto user’s computers, the crackdown begins, much like email spam when there were thousands of bad lists available to anyone who could hit the send button.

Only legitimate players who respect consumers and follow best practices will have a significant mainstream presence. These desktop companies now need to give users the need or want to install their programs, great examples are hotbar and weather bug. It’s a great concept. Forget all your preconceptions you had about the space and think more along the lines of putting up with commercials when you watch television. It’s not all that bad, right?