An incident happened last week — I tweeted a caustic expletive directed at DoubleClick knowing that only my tribe would read the invective. What realization occurred that would have me throw political correctness out the window? It was the moment when I realized DoubleClick behaved as if their advertising was more important, perhaps more desirable, than the actual published content that I had clicked to experience. Or, maybe the ad platform/producer just isn’t aware of how their technology rubs up against other technologies…

It had been a long day filled with biking, hiking and shopping and I wanted to relax and laugh. My remedy was The Soup with Joel McHale at eonline.com. But, The Soup would not load in a reasonable time (and I was being very reasonable given that I am an action-oriented person). Why the delay? Because the page was loading DoubleClick rich media ads or something of such nature from the platform and production company that was hogging my bandwidth and computer processing power, not to mention heating up my system.

I closed my browser, launched again and experienced the same endless delay as I watched the site location tell me the page was trying to load DoubleClick ads. So, I visited Huffington Post and got the same delayed load information.

Maybe it was the Internet? So I visited The Internet Traffic Report for North America to look at ping times for New York routers and all was great. This was far from being a Michael Jackson news day where one would expect the news media capital of North America — Manhattan — to stuff every pipe with packets.

I was faced with a perplexing situation — to consider upgrading my new Dell 17” screen notebook housing an Intel Core Duo 2GHz, 1GB memory with dual SDRAM and nVidia GeForce graphics card — because the delay in loading the advertising was preventing me from ending my day with a few laughs from the publisher of my choice.

Since it is obvious that most people have never wanted ads on the WWW, but accept the reality that they are here to stay, making the ads more entertaining by wowing us with technological pizzazz is not cool. It is not cool when my Dell can’t handle the ad loading, nor can the infrastructure of Comcast. I do not like hearing the computer fan go into high gear because of an ad or a page of ads. What is most frustrating is that I don’t see this situation getting better for quite some time.