A social network known as Wibiki has launched a free server-based ad-blocking tool that allows users to replace website ads with modules from their own social network.
Michael Gill, a software engineer for Wibiki labs, said that the prime internet real estate at the top and sides of a web page has always belonged to advertisers and that users have had no control over the content.
But Wibiki users can block the ads and choose either replacement content, such as posting boards and free personal widgets, or just leave the space blank.
"Users can block ads safely with no fancy software and actually use the blocked ad space," said Gill.
"I can share my posts with my buddies without having to go to other websites or my email. We have built a Public Timeline Twitter widget as an initial demonstration of what we plan to offer.
"Our goal is to offer users what they want and help them reduce unnecessary site hopping across the various social networks."
When Wibiki operates in blocked mode, all ads known to the server are not seen by the user. When in unblocked mode, users can see a posting board where they can view recent community posts.
Wibiki's business model is likely to hit a raw nerve, however, as the antipathy grows between the owners of ad-supported websites and the makers of tools which allow users to block ads.
While many see ads as a pest to be avoided when using the web, sites that rely on ad views for revenue see ad-blocking software as nothing more than a tool to allow people to steal content.
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