Next week (13 June) Three UK will be launching a 24 hour trial of Shine's ad blocking technology with a selection of customers. With network-level ad blocking commanding many column inches and concerns across the ad tech industry, ExchangeWire wanted to find out ahead of the launch, if the hype of Three UK's announcement has been blown out of proportion. ExchangeWire invited Dean Bubley, Founder, Disruptive Analysis; an industry analyst with over 20 years’ experience, who specialises in wireless, mobile, and telecoms fields, to share his insights into why Three UK's ad blocking trial is neither a good idea, nor a workable one.
Key areas covered in this episode include:
- Why in-app advertising is difficult to identify in-network
- Broader limitations of network-based ad blocking
- WiFi versus network data usage
- Challenges with legality
- The collateral damage of introducing network-level ad blocking