Three UK to Block Ads at a Network Level

Three UK and Three Italy have reached an agreement with Shine Technologies in order to introduce their ad blocking technology into their networks with the aim to roll out to other Three networks rapidly. They have stated that their aim is not to eliminate advertising but allow customers greater control. Their justifications for blocking ads are:

• Customers should not pay data charges to receive adverts.  These should be costs borne by the advertiser.

•  Customers’ privacy and security must be fully protected. Some advertisers use mobile ads to extract and exploit data about customers without their knowledge or consent.

•  Customers should be entitled to receive advertising that is relevant and interesting to them, and not to have their data experience in mobile degraded by excessive, intrusive, unwanted or irrelevant adverts.

It is yet to be seen how strict the ads blocking will be.

source: xdadevelopers