Every so often we see a carrier get the bright idea to use modern network technology to inject their ads into website content -- and once publicized they become very short-lived affairs. You might recall that Mediacom got busted for this back in 2011, when they started using deep packet inspection and Javascript injection technology to insert ads into numerous websites -- even those traditionally without ads (like Apple or Google). The NY Marriott was busted for the practice last year. In both cases the backlash from users, web developers and advertisers was immense and immediate.

Now blogger Zachary Henkel (via Stop The Cap) directs our attention to yet another effort of this kind by a small cable operator named CMA Communications. CMA, which provides service in rural Texas, Louisiana, Mississippi and Nevada, apparently thought it would be nifty and profitable to inject additional ads into user traffic streams.

Henkel noticed the ads when browsing Bing, Google, Apple, so he took a quick look at CMA's code and found they were using a technology by R66T:You can find his thread over at Reddit here, where other customers of the ISP confirm the practice. Usually these stories go something like this: 1). Executive who doesn't know better thinks it's a great idea to hijack web traffic to make a buck. 2.) Public and advertisers find out and make a stink. 3.) Company involved quickly realizes the legal and financial ramifications of not only pulling somebody else's ads offline, but of defacing ad-free websites and tinkering with clean traffic streams. 4.) Said company pretends the ads were injected in error, or were the fault of a rogue third party as to avoid legal issues.

CMA's about to be the latest to run this gauntlet.