@Guard's ad-blocking function "is very selective. It can be turned on or off with a single click'' said Anne Marshall, product marketing manager at WRQ. "Lots of users, me included, actually want to see ads on some sites. But if they move from a T1 connection at work to a dial-up connection at home or on the road, they may want to move faster," she said. Cutting out graphic-intensive advertisements, she said, can increase download speeds by 500%.
Tim Meadows, a vice president at NetRatings Inc. in Milpitas, Calif., said that most of the consumers his company surveys understand that the Internet depends on advertising in the same way that mediums such as TV and radio depend on advertising.
"I don't think people watching TV would expect to still get content if everyone blocked out ads," he said.
Jupiter Communications predicts that the U.S. banner advertising market will continue to grow in coming years, going from $3 billion in 1999 to $4.4 billion in