The debate over the need for block ads more and more invasive on smartphones and tablets, at the risk of weakening economic models, will start again with the announcement by the Israeli company Shine the adoption of its advertising blocking service by operators Three UK and Three italy, pending a possible extension to other markets of the Three brand (Hutchison Whampoa group).
The rumor of the adoption of Shine Adblocking Service by a European operator running since spring 2015 but the date of its effective entry into service by Three is not yet known. In addition, Shine's marketing manager says he is in discussions with no less than 60 operators worldwide, including some players in Europe and the United States, reports the site TechCrunch, suggesting new ads in the coming months, and hundreds of millions of consumers having the opportunity to access the service by the end of the year.
The operator Three highlights three advantages:
- reduce the cost of data related to the display of advertisements on consumers' mobile devices
- enhance consumer security and privacy
- eliminate intrusive, unwanted and irrelevant ads
However, the operator ensures that he does not want to completely eradicate mobile advertising, the operation of the Shine solution must above all give more control tools and choice for mobile customers, instead of being forced to endure it all the time.
Three is the first to take steps to block mobile ads, but other operators are evaluating possible options and may take the plunge soon, again with the idea of ​​giving users practical tools.
Not all is lost for advertisers because Shine's solution essentially tackles classic advertising barriers, as well as pop-ups and pop-unders, but not native ads, nor to advertisements displayed in applications such as Facebook or Twitter, and no longer if the removal of the advertisement weakens the user experience.
TechCrunch Finally, specifies that the adblocking service for mobile ads will only be offered on the opt-in principle (the user chooses to activate the service himself). Between ad blockers and user blockers blocking ads, the battle has only just begun.
