Mobile network Three to try ad-blocking for a day

UK network Three said it would host a day-long trial during June to test ad-blocking on its mobile infrastructure.

According to the firm, it had not yet picked a day, but it would be between 13 June and 20 June and it would be an opt-in trial for customers on the network. Three would announce and advertise the date to its subscribers once it was picked and would contact 500,000 customers to invite them.

Earlier this year, in February, Three said it intended to offer some kind of ad-blocking service, stating that it wanted to offer customers "control, choice and greater transparency" over mobile advertising.

The Internet Advertising Bureau (IAB), however, opposed the plans saying they were too "broad" and could damage businesses.

Following its announcement, Three paired with Shine, an ad-block orientated start-up firm, promising that the duo would be able to block 95 per cent of ads and pop-ups on websites. It would, however not block video ads and in-feed promos on social networks including Twitter and Facebook.

Meanwhile, Three said on its website, We want to improve the experience for our customers with our three principle goals in mobile advertising which we announced in February.

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.

Something needs to change and we believe that by working with the advertising industry, brands and publishers, that we can create more relevant, less intrusive adverts that increase consumer satisfaction.

The trial will test the ability of the technology to filter out advertising that damages our customers' mobile browsing experience without impacting their network experience.