After pivot to the enterprise, OpenDNS decides ads and security don't mix OpenDNS yesterday said it would drop in-browser advertisements from its free consumer services next week because its pivot to an enterprise security provider has been successful.OpenDNS is best known to consumers for providing alternate DNS (domain name service) server addresses to those offered by their Internet providers. DNS is the Internet’s addressing system, sometimes described as a phonebook of sorts, that interprets domain names into numerical IP addresses to get content requests — for a Web page, say — from the user to the destination.To fund the free consumer service, which has long included other features, such as an anti-phishing and adult content filters, OpenDNS has run ads on the search page customers see when they type in a non-existent URL, most often because of a typo. Those ads are going to vanish in a week. “On June 6, the OpenDNS Guide will cease to exist,” David Ulevitch, the founder and CEO of OpenDNS, said on a company blog Thursday. “If OpenDNS users type a phrase that isn’t a website address into their browser address bar, they’ll get whatever experience the creators of their browser intended.”The OpenDNS Guide is what the company calls the landing page users see when they mistype a URL; ads are displayed on the Guide alongside those search results. Ulevitch said that the decision to yank the ads stemmed from the company’s turn several years ago to the security space. The company’s “Umbrella” service, marketed to enterprises, leverages the data trove from its millions of users. Combined with OpenDNS’ in-house researchers, that data helps Umbrella predict and spot threats, including ones traditional antivirus vendors haven’t yet seen, and block them from reaching a business’s network.“Ads and security don’t mix,” said Ulevitch. “It’s clear to us that they are fundamentally incompatible. “We’re a security company first … [so] anything that weakens our security offering by introducing vulnerabilities is a conflict. As we’ve become more and more of a security company, it was clear ads couldn’t stay.”Ulevitch declined to say how large a financial hit the company would take by dumping ads, putting it only as “millions of dollars annually.”OpenDNS has published an FAQ on its site that includes additional information about the disappearance of the Guide and ads.Gregg Keizer covers Microsoft, security issues, Apple, Web browsers and general technology breaking news for Computerworld. Follow Gregg on Twitter at @gkeizer, on Google+ or subscribe to Gregg’s RSS feed . His email address is gkeizer@computerworld.com.See more by Gregg Keizer on Computerworld.com. Related content news analysis Apple earnings: About that iPhone 'slump' in China Based on information from Thursday's earnings report, it seems that data pointing to an iPhone slump in China were over-baked. By Jonny Evans May 03, 2024 9 mins iMac iPhone Apple news Microsoft begins to phase out ‘classic’ Teams Microsoft is encouraging Teams customers to move to the new, faster version of the collaboration app; the older version will be switched off next year. By Matthew Finnegan May 03, 2024 3 mins Microsoft Teams Collaboration Software Productivity Software news analysis Apple confirms it will open up the iPad in Europe this fall The latest efforts to comply with Europe’s Digital Markets Act mean developers can offer to side load apps to both iPhones and iPads in the EU. Apple has also taken steps to improve what it offers to smaller and non-commercial developers in the By Jonny Evans May 02, 2024 6 mins iPad Apple Mobile Apps news Udacity offers laid-off US workers free access to its courses for 30 days Sign-ups will be available over the next 30 days By Lucas Mearian May 02, 2024 4 mins Technology Industry IT Jobs IT Skills Podcasts Videos Resources Events SUBSCRIBE TO OUR NEWSLETTER From our editors straight to your inbox Get started by entering your email address below. Please enter a valid email address Subscribe