Three is to deploy network-based ad blocking technology across its operations after a successful trial with Shine Technologies.

The two companies have been trialling the tech in Italy and the UK.

The operator said its goal was not to eliminate mobile advertising in its entirety, but to give customers more control, choice and greater transparency over what they receive.

It said network-based ad blocking was a more powerful and effective solution than app-based technologies as it reaches “a broader range” of mobile advertising.

Three outlined three goals for its ad blocking strategy.

First, advertisers not consumers should pay the data charges related to receiving adverts.

Second, customers’ privacy and security must be “fully protected”. Three suggested it would not support advertisers who extract and exploit data about customers without their knowledge or consent.

Finally, Three said customers should be entitled to receive advertising that is relevant and interesting to them, and not have their data experience in mobile “degraded by excessive, intrusive, unwanted or irrelevant adverts”.

The two companies promised to unveil more precise details over the coming months.

[Read more: Three UK Chairman makes O2 promises, attacks Ofcom CEO and ridicules rivals]

Three UK Chief Marketing Officer Tom Malleschitz 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.”

More News

Iliad enters content game in France, finally launches Italian mobile business Iliad enters content game in France, finally launches Italian mobile business Iliad has acquired football rights in France and launched its opco in Italy as it looks to reboot after a disappointing set of financial results. More detail
Three UK appoints new CCO, CFO Three UK appoints new CCO, CFO The departure of Three UK's Chief Commercial Officer after just 18 months in the job has triggered a shake-up of the mobile operator's top team. More detail
TalkTalk to sell enterprise customer base to Daisy as it registers full-year loss TalkTalk to sell enterprise customer base to Daisy as it registers full-year loss TalkTalk has agreed to sell 80,000 business customers to rival Daisy Group in a £175 million deal. More detail
A1 Telekom Austria Group rebrand reaches Bulgaria A1 Telekom Austria Group rebrand reaches Bulgaria Bulgaria is the third A1 Telekom Austria Group opco to get rebranded as the telco looks to market itself as a provider of "advanced" IT, IoT, cloud and content services. More detail
Orange Business Services puts IoT to use on saving ships’ fuel costs Orange Business Services puts IoT to use on saving ships’ fuel costs Orange Business Services has expanded its work with Dobroflot by developing a customised IoT solution for the Russian fishing company. More detail
    

 

European Communications is now
Mobile Europe and European Communications

  

From June 2018, European Communications magazine 
has merged with its sister title Mobile Europe, into 
Mobile Europe and European Communications.

No more new content is being published on this site - 

for the latest news and features, please go to:
www.mobileeurope.co.uk 

 

@eurocomms