Three has announced plans to block annoying advertisements in the UK and Italy. The company aims to tackle "excessive and irrelevant mobile ads" by partnering up with Israel-based software company Shine. Three states that network-based blocking is more effective for customers than having to rely on applications to sort through annoying adverts.
It's also noted that the company does not aim to completely eliminate advertising on the network.
Three wants to ensure that customers are not paying data charges for adverts, placing the charges with the advertiser instead. Also, customer privacy and security has to be guaranteed and they should only be exposed to marketing that is both relevant and interesting. Details are scarce for the time being, but the company plans to release more information as to how it will achieve the aforementioned goals.
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Rich Edmonds was formerly a Senior Editor of PC hardware at Windows Central, covering everything related to PC components and NAS. He's been involved in technology for more than a decade and knows a thing or two about the magic inside a PC chassis. You can follow him on Twitter at @RichEdmonds.