SOFTWARE MAKER TO SUSPEND USE OF POP-UP ADS

Gator.com, IAB Wrangling Over Intrusiveness

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WASHINGTON (AdAge.com) -- Gator.com, Redwood, Calif., said it will temporarily stop using its pop-up ads that cover Web banner ads and will work with the Interactive Advertising Bureau to develop a replacement that meets with less objections.

In August,

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SOFTWARE MAKER SUES IAB OVER POP-UP BANNERS
Gator sued the Interactive Advertising Bureau, contending the group was illegally discouraging the use of its software.

Gator provides software that lets consumers automatically enter names and addresses in forms on Web sites and supports the software by delivering pop-up ads tied to users' Web surfing patterns.

The IAB had said the companion pop-up banner "obscures advertising and/or editorial content on Web sites through the use of specially designed pop-up windows and without the consent of Web sites or innocent third-party advertisers."

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