Three moves to block ads from mobile phones at network level

It becomes the first European network to use Israeli technology

Three logo

Three has said it will be the first major European mobile operator to block adverts on its network.

The firm will use technology from Israeli company Shine to block ads for users in the UK and Italy, saying it will then roll out the blockers to other countries "rapidly".

Three stressed that the goal of using the technology was not to "eliminate mobile advertising", but to "give customers more control, choice and greater transparency over what they receive".

Advertisement - Article continues below

As the move is on Three's network, ads would only be blocked when users are on 3G and 4G networks. Ads would continue to be served when users are on a Wi-Fi network.

The company said it has three goals in deploying the ad blocking technology. First, that customers should not pay data charges to receive adverts and these "should be costs borne by the advertiser".

Second, it added 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," it said.

Third, it added 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 adverts."

Advertisement
Advertisement - Article continues below

The mobile operator said that it will reveal full details of how it plans to meet these objectives in the coming months.

Advertisement - Article continues below

Tom Malleschitz, chief marketing officer at Three UK, said that 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," he added.

Featured Resources

The case for a marketing content hub

Transform your digital marketing to deliver customer expectations

Download now

Fast, flexible and compliant e-signatures for global businesses

Be at the forefront of digital transformation with electronic signatures

Download now

Why CEOS should care about the move to SAP S/4HANA

And how they can accelerate business value

Download now

IT faces new security challenges in the wake of COVID-19

Beat the crisis by learning how to secure your network

Download now
Advertisement

Recommended

Visit/mobile/mobile-networks/354944/birmingham-crowned-the-fastest-uk-city-for-4g-download-speeds
mobile networks

Birmingham crowned the fastest UK city for 4G download speeds

9 Mar 2020
Visit/mobile/28690/lte-vs-4g
Mobile

LTE vs 4G

16 Sep 2019

Most Popular

Visit/operating-systems/microsoft-windows/355812/microsoft-warns-against-installing-windows-10-may-2020
Microsoft Windows

Microsoft warns users not to install Windows 10's May update

28 May 2020
Visit/security/cyber-security/355797/microsoft-bans-trend-micros-rootkit-buster-from-windows-10
cyber security

Microsoft bans Trend Micro driver from Windows 10 for "cheating" hardware tests

27 May 2020
Visit/policy-legislation/data-protection/355835/nhs-yet-to-understand-the-risks-of-holding-test-and-trace
data protection

NHS yet to understand risks of holding Test and Trace data for 20 years

29 May 2020