Three to introduce ad-blocking
Three are going to be blocking ads on their network, with trials starting as soon as next month!
The mobile operator says that they're doing this in a bid to show customers how loyal they are to them, rather than being in bed with advertisers.
Three have said that they're trying to "revolutionise the mobile advertising experience", and they'll be doing this by trialling Shine Technologies ad-blocking technology on its network.
Don't think for a second that this means there'll be no adverts at all - they'll be letting some through, presumably for a price, and of course, the promise of a 'better experience' for their customers.
Three say that this experiment is based on three tenet:
1. Customers shouldn't have to pay data charges to receive adverts. These costs should be borne by the advertiser.
2. Customers' privacy and security must be protected, fully. Some advertisers use mobile ads to extract and exploit data about customers without their knowledge or consent.
3. 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.
How about that then?
The mobile company say that "the current mobile advertising model is broken", and that Three will be getting in touch with their customers to see if they'd like to take part in a 24-hour trial.
If you like the sound of that, you can sign-up over at the Three website.
Tom Malleschitz, Three UK's chief marketing officer, said: “This is the next step in our journey to make mobile ads better for our customers. 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 – customers, advertising networks and publishers – to create a new form of advertising that is better for all parties."