Internet marketers are promising a new generation of online advertising "lite" that"s more effective and less annoying than some current methods, but they could have a hard time convincing jaded Web surfers they"re for real.
Highlighting the trend, 180Solutions this week will begin promoting a downloadable program that purports to offer a gentler twist on "adware," providing users access to free music downloads and other content in exchange for the right to flash a limited number of ads onto their computer screens. 180Solutions is treading on dangerous ground, given the growing consumer resistance to adware products and past criticism of its own nCase product. But it has attracted big backing, having recently scored $40 million in funding from Spectrum Equity Investors, a Menlo, Calif.-based venture capital firm.