O2 joins the ad-blocking snowball


The virtual snowball of carriers exploring the blocking of ads continues to expand with another U.K. carrier, O2, revealing that they are in the “well advanced” stages of addressing the issue. This comes on the heels of EE announcing they were looking at blocking ads at the network level or otherwise enabling their customers to better control the delivery of ads to their mobile devices. The carriers appear to be responding to reports that 10 – 50% of wireless data is being used up on advertising. This not only negatively impacts the user experience, it is putting considerable strain on the network infrastructure. Read more

EE enters fray over advertising on mobile devices


U.K. wireless carrier EE has announced they are going to start looking at technology that would give end users more control over the advertising that shows up on their smartphones, including going so far as blocking some in-app advertising. A move to start limiting or blocking advertising, especially if adopted by other carriers, could have a huge impact on the $3B USD mobile advertising market in the U.K.

EE CEO Olaf Swantee said in an interview on the matter, Read more

Google Play Store starts banning ad-blocking apps


Developers of ad-blocking apps have reported that Google has started the process of yanking their apps from the Play Store. Apps like AdBlock, AdAway, AdFree and more are popular with users who want to eliminate ads from appearing in apps. The inclusion of ads is a way for developers to offer “free” versions of apps and still generate some revenue. Of course, Google itself uses a business model based on ad revenue from sources like AdSense. The notification being sent to developers of these apps reads: Read more