Three's 9m customers will see no mobile adverts for a day in June

UK network Three will initiate a one-day trial of its ad-blocking software early next month, acting on its belief that the current mobile advertising model is broken and needs to be fixed.

Three believes that customers should not pay for data consumed by advertisements and that advertisers must not obtain any information about customers without their knowledge or express consent.

"We believe the current mobile advertising model is broken* and our customers are becoming increasingly frustrated by irrelevant and intrusive adverts which use up their data allowance and can invade their privacy by tracking their behaviour without their knowledge or consent," said Three while announcing a one day trial of its
ad-blocking technology which will take place on June 13.

Three will soon block online adverts on its network, but some may still get through

Three has also outlined three goals that it intends to achieve in the long run. Firstly, customers must not pay any charges for data consumed by advertisements and advertisers must shoulder the cost, that advertisers must not extract any information about customers without their knowledge or consent and that customers must not be forced to view excessive and repetitive advertisements and must have a say in what kind of advertisements they can view.

As per earlier reports, Three has developed its ad-blocking technology through a partnership with an Israeli firm named Shine. Shine has also worked with Caribbean operator Digicel which has been blocking online
advertising on its network since last year. However, there are allegations that if advertisers pay a certain price, they are allowed to run advertisements on the network. Three was initially expected to announce the technology at Mobile World Congress in Barcelona back in February, but the announcement got delayed by three months for reasons unknown to us.

EE confirms it might bring in mobile ad blocking services soon

Three's concerns about the current mobile advertising model is also shared by rival carrier EE. Back in November of 2015, Olaf Swantee, CEO of EE, confirmed that EE might offer ad blocking services on its network very soon. As per him, EE wasn't against all forms of advertising but those that are "intrusive or crass" which can "drive people insane."

Samsung has also introduced ad blocking extensions to the default web browser in its Android phones, not too long after Apple's iOS 9 introduced a similar feature to the Safari web browser. To be made available for users of Samsung phones running Android Lollipop OS and later versions, the latest version of Samsung's default web browser will run blocking extensions like Adblock Fast and Crystal Adblock, with more such extensions joining ranks in the days to come.

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