New ad-blocking software threatens mobile advertising

According the the Financial Times, one European wireless carrier has installed the software in its data centres and plans to turn it on before the end of 2015. Other operators also plan to block advertising on their networks, the story reports.

The software does not affect ‘in-feed’ ads such as those that feature on Facebook and Twitter.

“Tens of millions of mobile subscribers around the world will be opting in to ad blocking by the end of the year,” Roi Carthy, chief marketing officer of Shine was quoted as saying.

“If this scales, it could have a devastating impact on the online advertising industry.”