Three UK is trialling ad-blocking technology on its network next month, for one day only. The one-day trial will test the ability of the technology to filter out advertising that damages our customers’ mobile browsing experience “without impacting their network experience”. Three will be contacting customers to ask them to agree to take part in […]
Three UK is trialling ad-blocking technology on its network next month, for one day only.
The one-day trial will test the ability of the technology to filter out advertising that damages our customers’ mobile browsing experience “without impacting their network experience”.
Three will be contacting customers to ask them to agree to take part in the 24-hour trial which is scheduled to take place during the week commencing June 13.
Customers who choose to take part can sign up via the Three website.
In a statement, Three said: “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.
We want to improve the experience for our customers with our three principle goals in mobile advertising which we announced in February.“
The controversial move signals a step change in the ongoing battle between ad blockers and the digital marketing industry.
The company is partnering with Shine Technologies, with the aim of reducing mobile advertising experienced by customers browsing when using the Three network.
This, however, is only the beginning. EE and and O2 are considering similar tactics.
Nearly half (44%) of UK adults are planning to use an ad-blocker in the next six months, according to KPMG in April 2016.
Three outlined some core pledges:
1. That customers should not pay data charges to receive adverts. These costs should be borne by the advertiser.
2. That customers’ privacy and security must be fully protected. Some advertisers use mobile ads to extract and exploit data about customers without their knowledge or consent.
3. That customers should be entitled to receive advertising that is relevant and interesting to them, and not to have their data experience in mobile degraded by excessive, intrusive, unwanted or irrelevant adverts.
Tom Malleschitz, Chief Marketing Officer, Three UK, said: “This is the next step in our journey to make mobile ads better for our customers.
“The current ad model is broken. It frustrates customers, eats up their data allowance and can jeopardise their privacy. Something needs to change.
“We can only achieve change by working with all stakeholders in the advertising industry – customers, advertising networks and publishers – to create a new form of advertising that is better for all parties.”
“A broad brush approach”
The issue of ad-blocking is a serious concern for those publishers and industries who provide services for free, based on advertising. Many websites use advertising revenue rather than subscription or other revenue to fund those businesses, from niche fan interest sites and forums, to huge news websites, to those wanting to promote their online boutique store.
Steve Chester, Director of Data & Industry Programmes at IAB UK said: “We’re all committed to solving the ad blocking issue but disagree with Three’s approach that network-level ad blocking is the way to go. It’s a broad-brush approach that the largest media owners can probably survive but not the long-tail of smaller ones. In the long-term consumers will also lose out, as they’ll likely have to pay for services that are currently free because they’re supported by advertising.
“We’re engaging with Three on this topic, and remain convinced the best way to solve ad blocking is everyone getting behind the “L.E.A.N” ad standards initiative. This addresses the reasons why people block ads in the first place, and is about providing a lighter, less invasive ad experience, whilst providing consumers with choice.”
