and professors John Hagel, III, and Marc Singer in their book NetWorth. (Hagel and Singer eventually became informal advisers to the company.) The company's Viewbar software was one of the earliest desktop user tracking and ad targeting technologies. The Viewbar displayed advertisements in a narrow application window that could be docked to the top or bottom of the user's screen, targeting those advertisements to the content being viewed by the user as they browsed websites. The same technologies, minus the permission of users or monetary compensation, became the basis of the adware and spyware industries. The company also appointed the world's first corporate Chief Privacy Officer, creating the role as a senior level executive responsible for protecting the privacy and security of user data and managing a variety of risks and threats to the integrity of the service. The company appointed privacy lawyer Ray Everett-Church to the newly created position in August 1999, sparking a trend that quickly spread among major corporations, both offline and online. By 2001, the non-profit research organization Privacy and American Business reported that a significant number of Fortune 500 firms had appointed senior executives with the title or role of Chief Privacy Officer. By 2008, the International Association of Privacy Professionals boasted that it had more than 5000 privacy officers or other privacy executives as members. AllAdvantage is perhaps most remembered for its successful adaptation of the "viral marketing" concept, a term first coined by the venture capital firm Draper Fisher Jurvetson. In viral marketing, members of the service promote it to their friends and acquaintances, which AllAdvantage enhanced by adding a compensation component, rewarding users for the number of members they successfully referred. In a May 2000 article for Red Herring magazine, Steve Jurvetson cited AllAdvantage as a prime example of viral marketing success. In a recent article, a former AllAdvantage executive also noted that, although the company didn't survive, the behavioral marketing approach pioneered by the company remains an important component of many businesses in the online marketing and advertising space. User abuse Many early AllAdvantage users attempted to utilize spamming techniques to artificially build up their referral numbers. In the first months following the company's launch, email service providers and anti-spam services identified emails referencing AllAdvantage as spam, resulting in widespread blocking. Shortly after hiring anti-spam expert Ray Everett as the company's Chief Privacy Officer, the company implemented significant changes in its