A small white box is making both big and small companies fret about their online marketing plans. The AdTrap is a device currently in development that promises to block all advertisements that flash at web viewers as they try to visit their favourite website. It’s not the first time someone has developed a system for removing intrusive advertising. However, other solutions have come in the form of a free software programme. This new device will need to provide better results if consumers are expected to shell out $120 for it.

The Marketing Impact

The team building the AdTrap claims that all ads are removed from websites visited on any device connected to your local network. Users can plug the box into their desktop, laptop or any other Internet-enabled device. Ads in streaming content like Google TV are even stripped out. Internet marketers are already starting to worry that they will lose the ability to reach consumers. Websites that rely on advertising to support free content are already discussing plans to implement subscription fees to compensate for the losses they expect to experience if the AdTrap really takes off.

What Won’t Be Affected

Flash video ads will be blocked by AdTrap if the peripheral functions as promised. However, HTML5 video content shouldn’t be affected. Anything uploaded on YouTube will still show up when requested by a viewer. If you are relying on text or image ads to draw in viewers, you may need to choose a different method for driving traffic to your content. Social marketing will only continue to grow in popularity if the more straightforward type of advertising starts to fall by the wayside online. Any company relying solely on traditional web ads may want to start adjusting their strategies right now. Even if the AdTrap doesn’t work, other companies will soon be following the trend with their own ad blocking devices.


A team of hackers in Southern California came together to create the AdTrap. The team put their ideas on Kickstarter to secure funding and measure consumer interest and they have earned quite a bit more funding than the $150,000 they originally requested. With thousands of people shelling out money to develop this device, there is definitely going to be an impact on ad effectiveness if the box works. While some people are calling it the saviour of the Internet, companies and websites that rely on ads for income are a little less excited about it.