Mobile operators across Europe are reportedly in talks to install ad blocking software across their networks, in a targeted attack against Google’s mobile ad dominance, according to reports.
Mobile operators across Europe are reportedly in talks to install ad blocking software across their networks, according to reports.
Both Business Insider and the Financial Times have reported that at least one major European carrier has signed up to Shine, an Israeli start-up that has developed ad blocking tech.
The company is backed by Horizon Ventures, the venture capital firm owned by Asian billionnaire Li Ka-shing. Li is chairman of Hutchison Whampoa, owner of UK telco Three and prospective owner of O2.
Shine CMO Roi Carthy told the Financial Times: “Tens of millions of mobile subscribers around the world will be opting in to ad blocking by the end of the year.
“If this scales, it could have a devastating impact on the online advertising industry.”
According to the paper, the unnamed European mobile player will switch on ad-blocking software by the end of the year.
The move would have untold effects on the, currently booming, mobile ad industry.
Shine’s tech allows mobile carriers to sweep away display ads – but it won’t affect ads showing up on newsfeeds, such as Facebook at Twitter.
The software is targeted at Google’s mobile ad dominance, and could have major ramifications for digital ad companies, with the carrier in question reportedly planning to simply switch on the service for millions of subscribers at once.
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Less ads the better..
But quality content sites need funding. The alternatives are more subscription based sites, more crowdsourced sites (of dubious quality), and lower quality content.
less ads = less content…It would appear that Shine are cynically attempting to be purchased by Google with a pretty negative model but as BBDO’s Charlie Brower said in 1971 “You cannot sink someone else’s end of the boat and still keep your own afloat.”