This is a really neat idea. An agency out of Sweden was challenged by Doritos to create a different kind of online advertising solution. They did just that by not only eschewing traditional banner ads but by actually creating a plug-in that users can download that would suppress all those banner ads and replace then with content the user specifies. Want to see pictures of your dog where you would normally see banner ads? No problem! Grandchildren? Check.
A neat and unobtrusive approach to online marketing. And unlike banner ads, it actually makes the internet BETTER for the users. Found via ad goodness.