European mobile network Three to partners with Shine to block ads | M&M Global

European mobile network Three to partners with Shine to block ads

Three UK and Three Italy have announced plans to employ Shine Technologies’ ad blocking methods, with plans to rapidly roll out the tech for other Three Group operators down the line.




The announcement on 19 February by the brand demonstrates the influence of mobile operators in the digital advertising market, which some had written off.

According to a release from Three UK, network based ad-blocking is more powerful and effective than application-based tech as it reaches a broader range of mobile advertising.

“Our objective in working with Shine is not to eliminate mobile advertising, which is often interesting and beneficial to our customers, but to give customers more control, choice and greater transparency over what they receive,” the release continued.

Three’s goals for the ad blocking tech are to ensure that customers do not pay data charges to receive adverts but to make the advertiser to fund this, whilst also protecting the customer’s privacy and security. Shine’s technology also aims to make sure the adverts that customers see are relevant and interesting to them, as opposed to excessive and irrelevant.

“Irrelevant and excessive mobile ads annoy customers and affect their overall network experience,” said Three UK chief marketing officer Tom Malleschitz. “We don’t believe customers should have to pay for data usage driven by mobile ads.

“The industry has to work together to give customers mobile ads they want and benefit from. These goals will give customers choice and significantly improve their ad experience.”

Anna Dobbie



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