O2 to block adverts on their network?
EE have already said that they're looking at blocking adverts, and now, O2 are looking at joining in too. Bad news for people in marketing - great news for people who swear loudly at roll-over adverts and videos that autoplay.
O2 are apparently testing their technology which will block mobile ads on their network.
The company's managing director of digital commerce, Robert Franks, said: "We are absolutely looking at [network-level ad blocking] technology... we are looking at these technologies to see if they can help our customers with some of the bad practices and disruptive experiences that are happening."
"It is not in an advertisers’ interest to spam customers or do things to create a terrible experience. If the way to raise the bar is to look at these technologies, whether through a mobile network, or a combination of apps and browser extensions as Apple is doing to address some of the behaviours these intermediaries are executing, I think that’s fine. But I don’t see it as a polarized debate between ‘do you have advertising or don’t you have advertising’."
O2 are going to work with advertisers in a bid to make them improve their wares, and no doubt, tell them that they can pay to circumnavigate any blocks put in place. Improvements are likely to include things that make ads take up less data, and faster. The message is that, if you want to advertised on O2's mobile network, then don't make using your phone a pain in the arse.
It looks like they're all getting on this, apart from Vodafone who have said this week, that they have no plans to block adverts. They said: "Vodafone has made no decisions that ad blocking is a service our business wants to offer. However, we acknowledge downloads of iOS ad blocker apps do show there is some demand from customers to manage their browsing experience, privacy and data usage."