European Mobile Carriers Plan To Block All Online Ads

Read original story on: Financial Times

A recent report claims that some mobile network operators in Europe are planning to start blocking online ads to target Google’s stranglehold on digital ad revenue. The mobile carriers have reportedly installed ad-blocking software in their data centers and plans are afoot to switch the technology on by the end of the year.

The software, developed by an Israeli-based company named Shine, will prevent most advertisements from loading, thereby causing some severe viewability issue for online advertisers. However, it seems that it will not affect social “in-feed” ads on Twitter or Facebook. Should this actually be implemented, which seems highly unlikely given relevant regulations, digital display ads would be seriously impacted. Maybe now is the time for brands and advertisers to take a look into native ads.