After a trial run over three months, the service goes into its next phase with two important changes: From now on there is no limit on the number of pages, and users can specify their interests based on which adverts are filtered out. Only ad banners that match the interests are displayed. Any others are not loaded in the first place. The step away from a mere ad blocker to a personalized ad filter also shows in the new name: Adfilter.de.

"With our new service we put the control over personal interests back into the hands of the user", says René Holzer, CEO of Nutzwerk GmbH Halle, the developers of Adfilter. With Adfilter the permission principle – sending ads only with the recipient's permission – that is successfully pratised in eMail marketing has been transferred to another type of advertisement on the internet for the first time. "This is revolutionary", says Reiner Michl, investor and former Microsoft manager, about the technology.

And this is how it works: Go to www.adfilter.de and click on your interests (e.g. travel, money, music) – then you will get specific product information instead of unwanted advertisements. Less banners mean shorter loading times and speeded up surfing. More advantages: "We know from experience that users do rather take in personalized adverts. And this is in the interest both of advertisers and banner networks we are negotiating with currently", says Holzer.

The next step has been made as well. Automatic recognition of user interests by their surfing habits is on a trial run, too. Nutzwerk owns a filter technology that is working directly on data stream level. A patent has been applied for it.

Solutions like Adfilter are integrated easily into existing server structures even later on. They can be obtained as preconfigured hardware for use at providers. Once installed, they can be maintained entirely in the browser.