But it's just now becoming both powerful and easy to use, analysts say. Last week, it finished staffing a New York office as it seeks to boost its presence among U.S. consumers. When the music industry had to deal with Napster, I never realized how conflicted technology can make an executive's life. I love Webwasher but as a publisher, I know it is a very dangerous proposition. Software maker InterMute, which has an ad-blocking software program named AdSubtract, last year signed a deal with Zoom Telephonics, which makes Zoom and Hayes modems, to include AdSubtract with modems.
New companies continue to get into the game.
New Jersey start-up, Guidescope, is currently testing software similar to Webwasher. Madison Avenue insists that the ad-blocking programs are not a threat. He says most users won't bother to install the software. There have been various attempts to get rid of advertising forever, like TV remote controls. Others aren't so sure.