Three UK and Three Italia, two European network carriers, are working with Shine
Technologies to roll out ad-blocking technology to more than 30 million customers across Europe. The main drivers for the roll out is the belief that customers should not have to pay for data usage
driven by advertisers and that ads annoy customers, affecting their overall network experience. Three believes that advertisers should be paying for the data used by chunky ads rather than mobile subscribers.
The Shine platform prevents online ad networks such as Alphabet Inc. from delivering display and video ads to browsers and apps. The platform blocks ads at the network level and is said to be more effective than ad-blocking apps available for smartphones today. However, customers can turn off the ads if they wish, giving them more control over ads rather than eliminating them completely.
The major challenge for web site publishers and ad industry is that the ad blocking technology may hurt ad revenue as well as companies that rely on ad services. There is also expected to be an interesting regulator response to the matter because the ad-blocking technology may affect recently adopted net neutrality laws in the EU.
The first carrier to adopt the Shine technology is the Jamaica based wireless operator Digital, which has 3 million subscribers across the Caribbean, Central America and the
South Pacific.
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