O2 has warned the advertising industry it needs to ‘raise the bar’ on delivering quality ads, amid reports it's the latest mobile network to consider ad blocking.
O2 enters debate
‘While we believe in a predominantly ad-funded internet, we see ad blocking as a call to the ad industry to raise the bar in terms of the quality of the advertising that it delivers,’ said an O2 spokesperson told Mobile. ‘In line with the IAB we are focussed heavily on doing so by making mobile ads data-light, relevant, engaging and non-intrusive.’
O2 has become the latest to wade into the ad blocking debate after Business Insider reported the network is currently in ‘well advanced’ stages of looking at technology to block adverts at a network level.
EE give customers control
The debate started earlier this week after EE revealed intentions to give customers a better mobile experience by giving them greater control over the level of mobile ads received.
Networks and manufacturers, such as Apple and now EE, have long struggled to get a grasp on the commercial messages that users receive via the internet, making it difficult to charge advertisers for exclusive access to their customers.
‘For EE, this is not about ad blocking,’ EE CEO Olaf Swantee said to The Telegraph, ‘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. That’s why we’ve kicked off a strategic review internally to start considering our plan.’