I am afraid that one day the Internet will echo the  predatory advertising of Times Square–neon billboards approaching from all corners like a pack of wolves, with dark distorted bodies and flashing eyes. If you, too, share my nightmares about interruptive, self-centered ads overtaking the digital ecosystem, shake off your fears.

New approaches to advertising are, thankfully, emerging on the Web. DoGood, a company I recently read about on GOOD, demonstrates well how advertising can fundamentally change its character online. The company offers a browser plug-in called DoGooder that hides generic ads and shows philanthropic calls to action instead. DoGood donates half of its profits to charitable organizations.

So how exactly does it work?

The algorithms of the plug-in detect generic ads and replace them with these of green initiatives and non-profit organizations. According to the site’s FAQs, the plug-in won’t save your personal information or track your web browsing history. It simply increases visibility for good campaigns. The DoGooder doesn’t really  block the original ads, so if readers want to see them, they can simply right-click on the page.

Why is it so fabulous?

• Participatory culture
  This entire model runs on the idea of public participation. Readers choose to download the plug-in and opt-in to see the ads. The community can also suggest charities and organizations for which they want to raise awareness.
• Destination Philanthropy
  Helping out and contributing to good causes are much more compelling incentives to shop than merely making purchases for oneself. In this way, DoGood introduces a truly innovative idea that can transform the advertising business.

Photo credit: Tambako the Jaguar