NEWS22 February 2016

Three’s ad blocking tech ‘will hurt consumers and publishers’

Europe Media Mobile News Privacy

EUROPE — The Interactive Advertising Bureau (IAB) Europe has expressed its ‘serious concern’ following the announcement that mobile operator Three is to introduce network-level ad blocking in the UK and Italy.

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This is set to be followed by a rapid roll-out of the technology in its other European operations. The move is intended to give the operator’s customers more control, choice and greater transparency, but has been met with concern among digital advertisers and publishers.

According to the bureau’s statement, ad blocking "threatens the internet as we know it and penalises vulnerable consumers and small companies who depend on ad-funded online services, as well as undermining media diversity and independence in Europe".