UK network Three has started their ad-blocking trial today in a 24-hour trial, for customers who signed up beforehand. A move that will have advertisers sweating.
Three will work with Israeli company Shine to carry out the ad-blocking experiment across the UK. The ad-blocking will be carried out at a network level, so no software needs to be installed, if you signed up for it you should start seeing the effect in the next 24-hours. Three admits it will not be a perfect trial as some users might not see the full effect of the ad-blocking software.
To ensure you get the full effect, ensure Wi-Fi is not on as the software runs through your mobile data, and will block adverts as they occur. Pop-ups native to websites and apps will still however appear, that’s not so bad, as long as Candy Crush doesn’t start telling me about how a certain gentleman managed to gain a few inches on his member.
After the trial is over Three will contact participants for feedback, so if it isn’t working, don’t bother phoning up to complain, do it when they call you.
Something needs to change
KPMG carried out research to discover 44 percent of adults in the UK plan to use an ad-blocker in the next six months.
“The current ad model is broken,” said Tom Malleschitz, Three’s chief marketing officer. “It frustrates customers, eats up their data allowance and can jeopardise their privacy. Something needs to change.”
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