Flash could disappear from online advertising. Sound ludicrous? Then you aren't aware of what has happened between Microsoft and a little-known company called Eolas. If you are aware, you probably don't know the issues this will raise for online advertising. Back in August, Microsoft lost a patent infringement case related to how Active X controls load into Internet Explorer. Eolas (which holds the patent in question) was awarded a whopping $500 million dollars. Active X is the mechanism used by most Explorer-compatible plug-ins, including Macromedia's Flash and Shockwave, Quicktime, Real Media, Adobe Acrobat, and many others. As a result of the ruling, Microsoft has chosen to alter the behavior of its browser rather than licensing Eolas' technology. I downloaded a developer version of the new browser to review how they're planning to work around the patent. It isn't pretty. Essentially, any time an Active X control is called, a small pop-up warning asks if you want to continue loading the content. It actually stops all content from loading onto the page while the message is displayed -- not just the Active X control. Perhaps most disturbing is that Internet Explorer launches this popup message every time the browser encounters an Active X control on the page, not just once per page load. If a page has multiple Flash ads, every single ad would halt page loading. Surfing the Web could become almost unbearable. The good news is Macromedia plans to release some server-side tools to allow the security mechanism to be bypassed. The bad news? Every Web site, ad server and content provider in the world will be compelled to adopt and to release this solution prior to Microsoft's release of the Explorer update that enacts the mechanism. It won't be a one-line code change. It involves integration of a server-side code engine that will read through every piece of HTML placed into the browser, then switch the code to comply with the change. Macromedia and many other companies are collaborating with Microsoft engineers to develop toolkits to enable publishers and ad servers to develop server-side solutions that will prevent the pop-up warning from appearing. There's no guarantee a workaround won't be blocked by legalities. Based on my experiences watching people use the developer version of IE, the experience of Web surfing would be onerous, at best. Visit any Web page with Flash (almost every existing Web site that carries advertising uses Flash) and you'll get a series of halts, skips and jumps. The interruptions in content loading are so jarring it's almost shocking. I urge everyone with an interest in this issue to get involved. Macromedia has a special section on their site where developers can learn about the planned tools. Apparently, they've already enacted a version of the tools on their site that fixes the problem, as I'm no longer getting the pop-up warning when visiting their site. More here. Source: Clickz.com via Yayhorray