Three UK is continuing to test ad-blocking technology on its network, as it claimed subscribers were becoming “increasingly frustrated” with marketing content.

Three Group announced in February that it had tested a solution from Shine Technologies in Italy and the UK ahead of deploying it across its operations.

The new trial is designed to test the tech’s performance, notably its ability to filter out advertising that damages customers’ mobile browsing experience without impacting their network experience, in a real world scenario.

Three UK will be contacting customers to ask them to agree to take part in the 24-hour trial, which is scheduled to take place during the week commencing 13 June.

A spokesperson said it was aiming for at least 20,000 people to take part.

According to the operator, customers are annoyed about “irrelevant and intrusive” adverts are using up their data allowance and tracking their behaviour without their knowledge or consent.

It cited figures from KPMG, which found that 44 percent of UK adults are planning to use an ad-blocker in the next six months.

[Read more: Report links customer dissatisfaction to lack of digital investment]

Three UK Chief Marketing Officer Tom Malleschitz 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.”

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