The ad blocking company Shine has signed deals with the mobile networks Three UK and Three Italy.
Shine's technology will allow the mobile networks to implement ad blocking on their entire networks, although it's currently unknown exactly when Three will roll out ad blocking.
Shine predominately targets display ads, i.e. pop ups and banners that disrupt the user's mobile browsing experience. It does not affect native advertising as these are deemed less intrusive.
Three has explained why it has entered into a partnership with Shine, hitting out at mobile ads by saying: “Irrelevant and excessive mobile ads annoy customers and affect their overall network experience. We don't believe customers should have to pay for data usage driven by mobile ads.”
There are signs that this could be just the first step of Shine's expansion across the world, with the company saying that it is in talks with around 60 other mobile networks around the globe, including in the US and Europe.Â
