US carriers may start blocking ads

Photo: E. Reasonable / Vedomosti

Currently, the mobile advertising market continues to expand. By the end of the year, analysts predict an increase in the market volume to $ 70 billion. Some companies are very well able to use the popularity of mobile devices to obtain additional funds. For example, Facebook has created its own mobile advertising system in two years, with annual revenues reaching $ 6.5 billion, Vedomosti reports .

But mobile operators are not yet very good at making money from mobile advertising. Moreover, the revenues of telecom operators are reduced due to the expansion of offers with package tariffs and the need to constantly expand the capacity of their networks. However, some operators are going to come to grips with the mobile advertising market. For example, Verizon paid $ 4.4 billion for AOL, and the main reason for the purchase is the advertising platform of the acquired company.

Other operators require a share of revenues from content providers. If the latter do not agree to such proposals, the operators attempt to act on potential partners from a position of strength. So, the Israeli company Shine has developed a software package that allows you to block almost all ads that are shown on mobile devices (the exception is advertising on social networks). And some operators plan to use such a time in their own networks. One of the cellular companies already announced their intention to introduce this software. There are other options, such as ad blocking software for the entire operator’s network.
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According to such companies, such steps are being taken so that customers can better control data on the Web. The developers of Shine claim that advertising traffic for a client can be 10-15% of all consumed (and paid) traffic.

So far, plans for telecom operators to the end are unclear. Companies can either block ads by default for all customers. Or, provide the client with a choice, and the user will be able to decide for himself whether to show advertising content (and pay for it) or not.

Content providers have the opportunity to respond to such actions by telecom operators. For example, Google has created a virtual cellular company, plus you can not provide a service at all to those of subscribers who block advertising.