Three operator will block mobile advertising for 30 million subscribers for 24 hours

The British operator Three decided at the program level to integrate ad blocking from Shine , access to which will automatically be received by almost 30 million subscribers in a 24-hour test. Advertising blockers have become especially popular in recent years, which is also confirmed by a study by KPMG analysts. Nearly 44% of adults in the UK plan to use ad blockers over the next six months.

“This is the next step in improving mobile advertising for our users. The current ad model is broken. It confuses users, eats up their traffic and may compromise confidential information. It is necessary to change. We believe that we can change something only in cooperation with all interested parties from the advertising industry. This will allow us to develop a new type of advertising, which will be the best option for all interested parties, ”consider Tom Three Malenchitsts, Marketing Director.

For operators, ad blockers can potentially reduce the amount of traffic consumed by customers. Often, most of the downloadable content on the pages of the sites falls on advertising banners, and reducing the amount of downloadable content will allow subscribers to go beyond the chosen tariff.
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The launch of the on-line ad-blocking tool is scheduled for June 13 of this year. As a result of this test, the Three leadership will consider the possibility of integrating ad blockers on an ongoing basis into its network. The British operator Three is owned by Hutchison Holdings, which also owns operators in Australia, Austria, Germany, Hong Kong, Indonesia, Ireland, Italy, Sri Lanka and Vietnam. If the testing of Shine's ad blocker integration is successful in the UK, then this technology may appear in Hutchison Holdings networks in all other countries, which will have a serious impact on the mobile advertising market as a whole.