Three to block mobile ads at European network level

Three is set to become the first major mobile network operator in Europe to block ads, after partnering Shine Technologies, a specialist in blocking mobile advertising.

Three: has partnered with ad-blocking specialist Shine Technologies
Three: has partnered with ad-blocking specialist Shine Technologies

The company said the ad-blocking technology would be rolled out to all Three Group operators, beginning with the UK and Italy. Three also runs operators in Austria, Denmark, Ireland and Sweden.

In a statement, Three said: "network-based ad-blocking is a more powerful and effective solution for customers than application-based technologies as it reaches a broader ranges of mobile advertising."

Over the coming months, full details will be announced by Three of how it will achieve three principal goals for ad-blocking:

  1. That customers should not pay data charges to receive ads.  These should be costs borne by the advertiser;
  2. That 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;
  3. That 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 ads.

Tom Malleschitz, the chief marketing officer at Three UK, said: "Irrelevant and excessive mobile ads annoy customers and affect their overall network experience.

"We don’t believe customers should have to pay for data usage driven by mobile ads. The industry has to work together to give customers mobile ads they want and benefit from.

"These goals will give customers choice and significantly improve their ad experience."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More