Info Image

Three UK to Trial Ad-Block Technology to Improve Customer Experience

Three UK to Trial Ad-Block Technology to Improve Customer Experience Image Credit: Three UK

Three UK has revealed the first step in its plans to revolutionize the mobile advertising experience by trialling an ad-blocking technology on its network next month.  

Three believes that the current mobile advertising model is broken* and that its customers are becoming increasingly frustrated by irrelevant and intrusive adverts which use up their data allowance and can invade their privacy by tracking their behaviour without their knowledge or consent.

Three aims to improve the experience for its customers with three principle goals in mobile advertising, as following;

1.    That customers should not pay data charges to receive adverts. These costs should be borne by the advertiser.

2.    That customers’ privacy and security must be fully protected. Some advertisers use mobile ads to extract and exploit data about customers without their knowledge or consent.

3.    That customers should be entitled to receive advertising that is relevant and interesting to them, and not to have their data experience in mobile degraded by excessive, intrusive, unwanted or irrelevant adverts.

The trial will test the ability of the technology to filter out advertising that damages Three's customers’ mobile browsing without impacting their network experience.

Three said it will be contacting customers to ask them to agree to take part in the 24-hour trial which is scheduled to take place during the week commencing 13th of June. Customers who choose to take part can sign up via the Three UK website.

Tom Malleschitz, Chief Marketing Officer, Three UK
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.

Author

Ray is a news editor at The Fast Mode, bringing with him more than 10 years of experience in the wireless industry.

For tips and feedback, email Ray at ray.sharma(at)thefastmode.com, or reach him on LinkedIn @raysharma10, Facebook @1RaySharma

PREVIOUS POST

T-Mobile Acquires 700MHz Spectrum to Bolster 4G LTE Network in Chicago

NEXT POST

NTT DOCOMO, Nokia Demo World's First Real Time 8K Video Transmission Using 5G RAN