It seems that several European are planning to block all types of advertising on their networks. In a report out of the Financial Times, at least one mobile carrier has installed ad blocking software in its data centers and plans to turn it on before the year’s end. This ad blocking software will prevent most types of advertising from loading in web pages and applications that have been provided by Google and other companies.
According to Roi Carthy, chief marketing officer of Shine, in the Financial Times:
Tens of millions of mobile subscribers around the world will be opting in to ad blocking by the end of the year. If this scales, it could have a devastating impact on the online advertising industry.
Shine, the company that it’s developing this software, is supposedly working with a number of operators, including one that currently has over 40 million subscribers. The unnamed carrier plans to initially launch an advertising-free service for users on an opt-in basis. This carrier is also supposedly toying with a more radical idea it calls “the bomb”, which would go into effect across its entire network of millions of subscribers at one time. “The bomb” will specifically target Google.