Claria Works to Change Adware Image

An adware pioneer known for serving pop-up ads to users based on their surfing habits now appears it's attempting to clean up its act. Claria, most known for its Gator software, has been the target of recent speculation over a possible acquisition by software giant Microsoft.

According to reports, Claria had approached Microsoft about using some of its technology. That technology must have interested Microsoft CEO Steve Ballmer; according to the source, Ballmer gave the approval to begin buyout talks in early June.

Also, in early July a researcher discovered that Claria's classification within Microsoft's Windows AntiSpyware had been changed, further fueling speculation. Eric Howes at Spyware Warrior discovered the changes during a test and found that Dashbar, Gator, PrecisionTime and Weatherscope had all been switched from a "Quarantine" classification to "Ignore."

Claria says that it had never intended to make pop-ups a centerpiece of its strategy. Rather, it was aiming for personalization where ads are served based on surfing habits. A new program due out this month will serve ads to a user's desktop in this manner, but they will not be in the form of pop-ups.

However, researchers and analysts are skeptical. Questions remain as to how Claria plans to get the program onto computers. In the past, it's Gator software has come bundled with programs like Kazaa, where the application is sometimes installed without the knowledge of the user.

This time around, Claria plans to work with toolbar and instant messaging providers along with legitimate Web sites to spread its program. The company is also working hard to mend relations with sites who may have shunned it in the past, as well as reaching out to advertisers who refused to place their ads on Claria's pop-up services.

The company claims that, to an extent, the change is working.