Three UK previously announced that they were going to work on implementing new technologies and tools on their network to try to exert some control over advertising hitting their customers’ devices. The carrier is now ready to test this new technology during an event to be held in mid-June. Three UK plans to contact customers to ask them to be part of this testing event.
According to Three UK Chief Marketing Officer Tom Malleschitz, “this is the next step in our journey to make mobile ads better for our customers. The current ad model is broken. It frustrates customers, eats up their data allowance and can jeopardise their privacy. Something needs to change.” Three UK believes there is too much advertising being delivered to mobile devices that is intrusive and excessive. Notably, they identify three primary issues with poor advertising:
- the cost to customers paying data charges for advertising;
- the threat to customer privacy and security, especially for advertising that uses customer data without knowledge or consent of the end user;
- that advertising is often excessive, intrusive, unwanted and irrelevant to the consumer.
To test their new ad-blocking technology, Three UK will be signing up customers who agree to participate. Then, during a 24-hour period scheduled during the week of June 13th, customers will test the new technology.
Although the carrier describes the new tool as ad-blocking technology, they indicate that their goal is not an absolute block on advertising. Instead, they want to work with the advertising industry to make sure customers are not negatively impacted by the advertising that they do receive.
source: Three UK