Network operator Three in UK has confirmed that it will begin blocking advertisements on mobile websites and in apps from next month. The company will partner with an ad-blocking company Shine based in Israel for the purpose.
Three has also welcomed the customers to become the part of the 24-hout trial on the matter, which will commence from 13 June. At some point during the week of 13-20 June, Three will restrict ads at a network level. This means anyone who is part of the trial will not see advertisements as they browse the web or use apps on their devices.
According to Three, the customers should not be paying data charges to receive ads. That ad cost should be borne by the advertisers. It also said some advertisers “extract and exploit data about customers without their knowledge or consent”.
Three UK also argued that customers should only receive ads of interest to them, and not “excessive, intrusive, unwanted or irrelevant adverts.”
“The current ad model is broken. It frustrates customers, eats up their data allowance and can jeopardise their privacy. Something needs to change. We can only achieve change by working with all stakeholders in the advertising industry […] to create a new form of advertising that is better for all parties,” Tom Malleschitz, Chief Marketing Officer of Three UK, said.
“We can only achieve change by working with all stakeholders in the advertising industry – customers, advertising networks and publishers – to create a new form of advertising that is better for all parties,” he said in a statement released by the company.
Ria Lakshman. V is a lead news writer at The Telecom Times. She studied Journalism at Manipal School of Communication and proceeded to work in newspapers and magazines, with technology as her focus area. Passionate about Telecommunications sector, her move to 'The Telecom Times' was a natural choice. Alongside, she also writes for Telecom Talk, where she covers news and tech commentaries in the sector of telecom. In the free time, Ria loves to go camping, read books, or sketch illustrations. She also runs a local design studio and promotes eco-friendly crafts. Ria can be found sharing her knowledge and insights on Twitter.