Mobile carriers consider blocking
ads as turf war with Google escalates
Several mobile carriers in Europe
are reportedly considering blocking display advertising to their subscribers as
tension grows between the telecommunications sector and ad technology companies
such as Google.
According to a report in the
Financial Times, one European wireless carrier told the publication that it
plans to start blocking ads to mobile subscribers by the end of the year and
claims other carriers are also ready to do the same. If the report is correct,
this could have a significant impact on the mobile advertising industry, which
is currently undergoing significant growth.
“We expect the first [wireless
carrier using Shine’s ad-block software] to happen within the next couple of
months, maybe sooner,” said Roi Carthy, chief marketing officer of Shine.
“The WhatsApp-Facebook deal from
two years ago was a watershed moment in the lives of carriers,” he said. “That
was the moment when they figured they have to decide whether they are going to
be dumb pipes or something different.
“In the two years afterwards, some
are trying to be more adversarial while others are taking different attitude.”
Shine, which is based in Israel,
developed the ad blocking software, which prevents many types of ads from
loading on Web sites and in apps, with the exception of native ads.
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