The device that could change the Internet
By Dan Simon, CNN
September 29, 2013
Palo Alto, California (CNN) -- Depending whom you ask, Chad Russell and
Charles Butkus' invention is either a step forward for the Internet -- or a
death knell for free content.
Their _AdTrap device_ (http://www.getadtrap.com/) intercepts online
advertisements before they reach any devices that access your Internet
connection, allowing you to surf the Web -- even stream videos -- without those
annoying ads.
Their inspiration? A conversation about the early days of the Internet.
"It was page, text and pictures -- and that's it," said Russell, 31.
In other words, there were zero ads. So, Russell and Butkus set out to
recreate the past and they came up with AdTrap. The company's motto is, "The
Internet is yours again."
While there are countless software and browser plug-ins that block online
advertisements -- many of them free -- they are limited to the individual
device or the specific browser.
AdTrap, a white rectangular box that resembles a wireless router and costs
$139, intercepts the ads before they reach the laptop, tablet or mobile
phone.
Interest and enthusiasm for Russell and Butkus' idea translated into
$200,000, raised through a 30-day _Kickstarter crowdsourcing campaign_
(http://www.kickstarter.com/projects/600284081/adtrap-the-internet-is-yours-again)
earlier this year. The funds are being used by parent company _Bluepoint
Security_ (http://www.bluepointsecurity.com/presentationlayer/pages/home.aspx)
,
a mobile antivirus software firm, to manufacture the AdTrap units.
"I think it speaks to the mindset of people right now of their experience
on the Internet," Russell said.
AdTrap devices started shipping in August, so it's still a little early to
get a thorough review of the product.
At the company's modest Palo Alto headquarters, I tested one of the units,
which take only a few minutes to set up.
Compared to the various software ad-blockers, Russell said a hardware
solution is more effective because it works on every device connected to your
network.
The unit sits between the modem and router and it works reasonably well.
It was nice to go to _YouTube_ (http://www.youtube.com/) and other websites,
click on a video and have it play instantly, ad free.
There are a couple of sites like _Hulu_ (http://www.hulu.com/) , for
instance where AdTrap doesn't work, but Russell said they're working on some
solutions.
For many users, it's a huge victory over those annoying advertisements
that sometimes follow you around the Web or make you wait 30 seconds before
you can watch a video.
"At some point, it's gotten a bit much," Russell said, referring to online
ads.
But these ads also allow websites, including _CNN.com_
(http://www.cnn.com/) , to offer content without charge, and ad-blocking
devices like AdTrap
could put that business model at risk.
That could spell potential legal trouble for entrepreneurs like Russell
and Butkus. They've already retained a Silicon Valley law firm in case things
get thorny with advertisers.
"We're not trying to be against all advertisers," said Julie Russell, Chad
Russell's mother, who handles finances for AdTrap.
"We're trying to make the user have an experience when the Internet first
came out and there wasn't so much interference."
--
--
Centroids: The Center of the Radical Centrist Community
<[email protected]>
Google Group: http://groups.google.com/group/RadicalCentrism
Radical Centrism website and blog: http://RadicalCentrism.org
---
You received this message because you are subscribed to the Google Groups
"Centroids: The Center of the Radical Centrist Community" group.
To unsubscribe from this group and stop receiving emails from it, send an email
to [email protected].
For more options, visit https://groups.google.com/groups/opt_out.
