Editing Adware (section)

== Types ==
In legitimate [[software]], the advertising functions are integrated into or bundled with the program. Adware is usually seen by the developer as a way to recover development costs and generate revenue. In some cases, the developer may provide the software to the user free of charge or at a reduced price. The income derived from presenting advertisements to the user may allow or motivate the developer to continue to develop, maintain and upgrade the software product.<ref name="zdnetfeature">{{cite news|url=https://www.zdnet.com/article/feature-ad-supported-software/|title=Feature: Ad-supported software|first=David|last=Braue|date=4 September 2008|work=[[ZDNet]]|access-date=4 December 2012}}</ref> The use of advertising-supported software in business is becoming increasingly popular, with a third of [[information technology|IT]] and business executives in a 2007 survey by [[McKinsey & Company]] planning to be using ad-funded software within the following two years.<ref name="informationweek">{{cite news|url=http://www.informationweek.com/businesses-warm-to-no-cost-ad-supported-software-/d/d-id/1054803|title=Businesses Warm To No-Cost, Ad-Supported Software|last=Hayes Weier|first=Mary|date=5 May 2007|work=[[Information Week]]|access-date=4 December 2012|url-status=live|archive-url=https://web.archive.org/web/20160808025452/http://www.informationweek.com/businesses-warm-to-no-cost-ad-supported-software-/d/d-id/1054803|archive-date=8 August 2016}}</ref> Advertisement-funded software is also one of the [[business models for open-source software]].

=== Application software ===
Some software is offered in both an advertising-supported mode and a paid, advertisement-free mode. The latter is usually available after buying a license or registration code that unlocks the mode or a separate version of the software.{{efn|For example, in 2007 [[Microsoft]] changed its productivity suite [[Microsoft Works]] to be advertising-supported.<ref>{{cite news|url=http://www.zdnet.com/blog/microsoft/microsoft-works-to-become-a-free-ad-funded-product/604|archive-url=https://web.archive.org/web/20100720142403/http://www.zdnet.com/blog/microsoft/microsoft-works-to-become-a-free-ad-funded-product/604|url-status=dead|archive-date=20 July 2010|title=Microsoft Works to become a free, ad-funded product|first=Mary Jo|last=Foley|newspaper=Zdnet|date=30 July 2007|access-date=4 December 2012}}</ref> Works was subsequently replaced with the [[Microsoft Office 2010]] software suite operating in a "starter" mode that included advertisements.<ref>{{cite news|url=http://www.zdnet.com/blog/microsoft/microsoft-adds-an-office-starter-edition-to-its-distribution-plans/4197|archive-url=https://web.archive.org/web/20100515054234/http://www.zdnet.com/blog/microsoft/microsoft-adds-an-office-starter-edition-to-its-distribution-plans/4197|url-status=dead|archive-date=15 May 2010|title=Microsoft adds an 'Office Starter' edition to its distribution plans|first=Mary Jo|last=Foley|date=9 October 2009|work=[[ZDNet]]|access-date=4 December 2012}}</ref> {{As of|2012}}, this product is also being phased out and replaced with [[Office Online]] (formerly Office Web Apps).<ref>{{cite news|url=http://www.zdnet.com/blog/microsoft/microsoft-begins-phasing-out-starter-edition-of-its-office-suite/13001|archive-url=https://web.archive.org/web/20120623203434/http://www.zdnet.com/blog/microsoft/microsoft-begins-phasing-out-starter-edition-of-its-office-suite/13001|url-status=dead|archive-date=23 June 2012|title=Microsoft begins phasing out Starter edition of its Office suite|first=Mary Jo|last=Foley|date=21 June 2012|work=[[ZDNet]]|access-date=4 December 2012}}</ref>}}

Some software authors offer advertising-supported versions of their software as an alternative option to business organizations seeking to avoid paying large sums for software licenses, funding the development of the software with higher fees for advertisers.<ref>{{cite news|url=http://www.sfgate.com/business/article/Ad-supported-software-reaches-specialized-audience-3501806.php|title=Ad-supported software reaches specialized audience|first=Ari|last=Levy|date=23 April 2012|newspaper=[[SF Gate]]|access-date=4 December 2012}}</ref>

Examples of advertising-supported software include [[Adblock Plus]] ("Acceptable Ads"),<ref>{{cite web|url=https://adblockplus.org/acceptable-ads|title=Allowing acceptable ads in Adblock Plus|website=adblockplus.org|access-date=18 March 2018}}</ref> the [[Microsoft Windows|Windows]] version of the [[Internet telephony]] application [[Skype]],<ref>{{cite web|url=http://www.itnews.com.au/News/250426,skype-now-free-ad-supported-software.aspx|title=Skype now free ad-supported software|first=Liam|last=Tung|date=11 March 2011|publisher=iT News for Australian Business|access-date=4 December 2012}}</ref> and the [[Kindle 3|Amazon Kindle 3]] family of [[e-reader|e-book readers]], which has versions called "Kindle with Special Offers" that [[display ad]]vertisements on the home page and in sleep mode in exchange for substantially lower pricing.<ref>{{cite web|title=Kindle, Wi-Fi, Graphite, 6" Display with New E Ink Pearl Technology&nbsp;— includes Special Offers & Sponsored Screensavers|url=https://www.amazon.com/Kindle-Special-Offers-Wireless-Reader/dp/B004HFS6Z0|work=[[Amazon.com]]|access-date=4 August 2011}}</ref>

In 2012, [[Microsoft]] and its advertising division, [[Microsoft Advertising]],{{efn|Formed in 2008 following Microsoft's acquisition of digital marketing company [[aQuantive]].<ref>{{cite web|url=http://www.microsoft.com/presspass/newsroom/msn/factsheet/MSAdTimeline.mspx|title=Microsoft Advertising Historical Timeline|date=September 2008|publisher=Microsoft Advertising|access-date=20 November 2012}}</ref>}} announced that [[Windows 8]], the major release of the [[Microsoft Windows]] operating system, would provide built-in methods for software authors to use advertising support as a business model.<ref>{{cite web|url=http://advertising.microsoft.com/ads-in-apps |title=Windows 8 Ads in Apps |publisher=Microsoft Advertising |access-date=20 November 2012 |url-status=dead |archive-url=https://web.archive.org/web/20121121192941/http://advertising.microsoft.com/ads-in-apps |archive-date=21 November 2012 }}</ref><ref>{{cite web|url=http://community.advertising.microsoft.com/msa/en/global/b/blog/archive/2012/10/01/windows-8-ads-in-apps-concepts-agency-partners-advertising-week-2012.aspx|title=Microsoft Advertising Unveils New Windows 8 Ads in Apps Concepts with Agency Partners at Advertising Week 2012|last=Kim|first=Stephen|date=1 October 2012|publisher=[[Microsoft]]|url-status=dead|archive-url=https://web.archive.org/web/20130927224909/http://community.advertising.microsoft.com/msa/en/global/b/blog/archive/2012/10/01/windows-8-ads-in-apps-concepts-agency-partners-advertising-week-2012.aspx|archive-date=27 September 2013|access-date=20 November 2012}}</ref> The idea had been considered since as early as 2005.<ref>{{cite news|url=http://news.zdnet.com/2100-3513_22-5951569.html|title=Microsoft eyes making desktop apps free|last=Fried|first=Ina|date=14 November 2005|newspaper=[[CNET]]|access-date=20 November 2012|archive-url=https://web.archive.org/web/20051124140201/http://news.zdnet.com/2100-3513_22-5951569.html|archive-date=24 November 2005}}</ref> Most editions of [[Windows 10]] include adware by default.<ref>{{cite web |last1=Hoffman |first1=Chris |title=How to Disable All of Windows 10's Built-in Advertising |url=https://www.howtogeek.com/269331/how-to-disable-all-of-windows-10s-built-in-advertising/ |website=howtogeek.com |date=9 March 2017 |access-date=25 August 2020}}</ref>

=== Software as a service ===
Support by advertising is a popular business model of [[software as a service]] (SaaS) on the [[World Wide Web|Web]]. Notable examples include the email service [[Gmail]]<ref name="zdnetfeature"/><ref>{{cite book|last=Teeter|first=Ryan|title=Google Apps For Dummies|isbn=978-1-118-05240-2|url=https://books.google.com/books?id=5TUv9jCaJdwC&pg=SA3-PA27|author2=Karl Barksdale|pages=3–27|date=9 February 2011|publisher=John Wiley & Sons }}</ref> and other [[Google Workspace]] products (previously called Google Apps and G Suite),<ref name="informationweek"/> and the social network [[Facebook]].<ref>{{cite web|url=http://mashable.com/archive/facebooks-ad-revenue-hit-1-86b-for-2010/|title=Facebook's Ad Revenue Hit $1.86B for 2010|author= by Jolie O'Dell 203|date=17 January 2011|website=[[Mashable]]|publisher=Mashable.com|access-date=21 December 2011}}</ref><ref>{{cite news|last=Womack |first=Brian |url=https://www.bloomberg.com/news/2011-09-20/facebook-revenue-will-reach-4-27-billion-emarketer-says-1-.html |title=Facebook Revenue Will Reach $4.27 Billion, EMarketer Says |publisher=Bloomberg |date=20 September 2011 |access-date=21 December 2011}}</ref> Microsoft has also adopted the advertising-supported model for many of its [[social software]] SaaS offerings.<ref>{{cite news|url=http://www.zdnet.com/blog/microsoft/meet-microsoft-the-advertising-company/419|archive-url=https://archive.today/20130210062021/http://www.zdnet.com/blog/microsoft/meet-microsoft-the-advertising-company/419|url-status=dead|archive-date=10 February 2013|title=Meet Microsoft, the advertising company|last=Foley|first=Mary Jo|date=3 May 2007|work=[[ZDNet]]|access-date=20 November 2012}}</ref> The [[Microsoft Office Live]] service was also available in an advertising-supported mode.<ref name="informationweek"/>