UK Mobile Operator Could Block Ads At Network Level (telegraph.co.uk)

Mickeycaskill writes: UK network operator EE says it is investigating the possibility of blocking adverts at a network level, allowing customers to limit the types and frequency of adverts they see in browsers and applications. The move is likely to concern digital publishers, many of whom rely on advertising revenue to fund their content. Ad blockers have become more popular in recent times, with many users employing them to save battery life, consume less data and protect against malvertising attacks. EE CEO Olaf Swantee said, "We think it’s important that, over time, customers start to be offered more choice and control over the level and intensity of ads on mobile. For EE, this is not about ad blocking, but about starting an important debate around customer choice, controls and the level of ads customers receive. This is an important debate that needs to happen soon."

Comments

Re: For the BEST adblocker (& more vs. threats

[Anonymous Coward]

I hope your software ability doesn't match your spelling and grammar ability.

If you pay me to try it, I may. In the meantime, I'll simply do what other users should do. Search Google for "ad block host files" and read the directions. Genius not required. Spelling and grammar are required.

Sincerely,
The Grammar Nazi

Ummmm.. no

[MobileTatsu-NJG]

I don't like ads, but I don't want ISPs to be allowed to monitor or alter content mid-stream. I appreciate the intention, but that's a door we've already been clear we don't want opened.

What I would like, however, is an ad-blocking router.

Re:Badly behaved adverts are the problem

[peragrin]

It gets better. Adverts use in 30-50% of current bandwidth. By blocking add on the network the mobile company saves precious bandwidth instead of using data caps.

Datacaps will kill internet advertisers.