European Telecoms May Block Mobile Ads, Spelling Trouble For Google

Mark Wilson has news that may have a big impact on both advertisers and end-users who use their phones as portals to ad-supported websites. Several European telecom providers are apparently planning to use ad-blocking software at the data-center level, which would mean benefit for users (in the form of less obnoxious advertising, and less data being eaten by it) but quite a pickle for online advertisers, and sites that rely on advertising revenue. From BetaNews's article (based on this Financial Times article, paywalled): Talking to the Financial Times, one wireless carrier said that the software had been installed at its data centers and could be enabled by the end of the year. With the potential to automatically block most ads on web pages and within apps, the repercussion of the ad boycott could be huge as mobile providers try to wrestle control from the likes of Google. I just wish my mobile provider would start testing this out, too.

Comments

Bad good idea

[Anonymous Coward]

It looks like a good idea (for end users anyway). But this is not. My operator should not decide what I want to see on not on a webpage. If I don't want adds, I use add-free versions of webistes or use an add blocker.
Next time, telco will decide that anti-telco articles in newspapers are not worth downloading either...

Re:Bad good idea

[Carewolf]

It looks like a good idea (for end users anyway). But this is not. My operator should not decide what I want to see on not on a webpage. If I don't want adds, I use add-free versions of webistes or use an add blocker.
Next time, telco will decide that anti-telco articles in newspapers are not worth downloading either...

Well, it IS opt-in. It is an extra service they offer. Still it is likely to cause trouble with content providers when they offer it generally, especially if they go through with trying to get money from ad-providers, but at this point that is only speculation.

Re: Bad good idea

[B2382F29]

Wrong. You are using the wrong browser. Firefox mobile works fine with adblock plus...

Seems tempting, but terrible.

[QuasiSteve]

Seems tempting, but then you realize that they actually plan on taking money from the advertising companies to start allowing ads again:

The idea is to specifically target Google, blocking advertising on its websites in an attempt to force the company into giving up a cut of its revenues.

Also keep in mind that this almost requires them to play MITM with certs, inspect your traffic, etc. which can then further be monetized, and new content injected. Phorm comes to mind.

Add to that the slippery slope, and it should be evident to anybody that this is a bad idea - and one that has been struck down in the EU in the past already.

As much as people may dislike ads, having them blocked at the ISP level is a patently terrible idea. I, for one, am hoping the legal weasels haven't found loopholes that would make legislators nod in agreement that this would be a-ok.

Re:Seems tempting, but terrible.

[Barsteward]

I expect it may just be a play to get a share of the ad-money, "Hey Google, give 10% of the share of advertising and we'll unbiock the adverts"

Re:Sounds good

[Shakrai]

Sounds good? How is this remotely compatible with the spirit of network neutrality?

Re:The customers will protest loud

[squiggleslash]

There's a gaping difference between people who do it just for the money, and people who want to do it, but only have time to because they can make it their living.

I love software development, but frankly I'd be doing very little of it if I had to drive taxis all day in order to actually earn enough money to put food on my family's table.