Three is set to trial an ad-blocking service on its network next month.
The network first revealed intentions to provide such a service back in February. It followed public statements from EE and O2 that they were looking into providing customers with the feature.
The issue of deciding which adverts a consumer sees is a controversial one. In recent years many of the network operators have suggested that they should provide such a service. However, this has come after failed attempts to providing mobile marketing opportunities themselves.
Three explained that 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.’
The network said that it would be contacting customers to see who would be willing to take part in a 24-hour trial scheduled to take place on the week beginning 13th June, with customers able to sign up via the Three website.
Tom Malleschitz, CMO at Three UK, said: ‘This is the next step in our journey to make mobile ads better for our customers. The current ad model is broken. It frustrates customers, eats up their data allowance and can jeopardise their privacy. Something needs to change.
‘We can only achieve change by working with all stakeholders in the advertising industry – customers, advertising networks and publishers – to create a new form of advertising that is better for all parties.’