(Image Credit: iStockPhoto/JayLazarin)
Hutchison-owned mobile network operator Three announced earlier this year that it intends to tackle “excessive and irrelevant” mobile advertising by deploying a network-level ad blocker. Starting today, a limited group of customers will join a pilot to test Three’s new ad-blocking technology.
The solution, developed in partnership with ad-blocking specialist Shine Technologies, applies machine learning and deep packet inspection (DPI) inside the carrier network. Using real-time analysis, artificial intelligence and pattern-detection algorithms, the software identifies advertising traffic and prevents ads from reaching users while preserving the integrity and layout of the original web pages.
Tom Malleschitz, Chief Marketing Officer at Three UK, said: “Irrelevant and excessive mobile ads frustrate customers and degrade their overall network experience. We don’t believe customers should have to pay for data consumed by mobile advertising. The industry must collaborate to deliver mobile ads that customers actually want and can benefit from.”
Three has defined three guiding principles for its ad-blocking approach:
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Customers should not have to pay data charges to receive adverts; those costs should be borne by advertisers.
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Customers’ privacy and security must be fully protected. Some advertising techniques extract and exploit user data without clear consent.
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Customers should be entitled to advertising that is relevant and interesting to them, and not have their mobile experience degraded by excessive, intrusive or irrelevant ads.
Advertising remains a contentious subject. Some consider it a necessary component of a connected economy, while others argue it can do more harm than good as consumers grow increasingly intolerant of intrusive or irrelevant ads.
In contrast to Three’s network-level blocking, other operators are experimenting with opt-in advertising models. For example, Tesco Mobile has partnered with a provider to offer location-based adverts on users’ lock screens in exchange for bill reductions when customers opt in. Anthony Vollmer, CEO of Tesco Mobile, said his company is focusing on an entirely opt-in proposition rather than following Three’s approach.
Tesco uses ad technology from Unlockd to surface location-relevant promotions on the lock screen. Matt Berriman, CEO and co-founder of Unlockd, commented on Three’s plans: “Three’s ad-blocking plans reflect a broader industry issue. Telcos want a share of the mobile advertising revenues they help create but currently see little direct benefit.”
Berriman added that blocking or threatening to block ads is a tactic that can compel publishers and media companies to negotiate, but he questioned whether ad blocking delivers a sustainable value exchange for consumers or telcos. “Blocking ads makes a strong statement, but it is unlikely to improve a telco’s revenues or bottom line. Consumers, who have traditionally accepted ads when they perceive a clear value exchange—such as with TV and radio—are signaling that the mobile channel’s value exchange model still needs refinement.”
Do you think advertising should be prevented at the network level? Share your thoughts in the comments.
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