There are proposals by a mobile phone provider ‘Three’ to provide ad-blockers. An advertising body has warned that it can have a negative effect on the internet access. The Internet Advertising Bureau (IAB) has said that blocking ads can lead to the consumers having to pay for the content which they now get for free.
Three has said that the ad blocker has a plan to use and block 95 percent of the banners & pop up advertisements. This service will be available from the next year but it might not be free to utilize.
The mobile phone provider has said that its 8.8 million clients will be able to select whether to activate the service or not & Three has also told it has not decided yet whether to charge a fee for this or not. In a statement, the IAB has said that the proposal can hugely effect the way web platforms are financed.
The IAB believes that an ad funded internet is necessary in providing a revenue to the publishers so that they can continue in order to make their content, services & the applications widely available at a low price.
It believes that the ad-blocking will undermine this approach & can mean that the consumers have to pay for the content that they get for free currently.
Three has explained that the main aim goal is to improve its customer experience of receiving the advertisements on the mobile phones.
Their main objective is not to finish the mobile advertising that is generally interesting & beneficial to the customers but to offer the customers much more control, choice & greater transparency over what they receive.
The customers will not have to pay the data charges because of advertising, the mobile advertisements will not access the handset data without explicit consent & the phone owners must only see advertising which is important & interesting to them rather than the objectionable & an untargeted information.
Advertising like the pre-roll video advertisements, sponsored articles & the in feed promotions which appear inside social networks like Twitter and Facebook will not be blocked. According to chief Marketing officer Tom Malleschitz, “Unimportant & excessive mobile advertisements annoy the customers and effect their overall network experience. The industry needs to work together in order to offer the customers mobile ads that they require & take benefit from.”