Wireless carriers in Europe could be one step closer to turning mobile ad networks sideways, as they want to block advertisements shown on smartphones. Ads shown to mobile users is a multi-billion dollar industry, so there will be a lot of jockeying for position to get things sorted out.
It will be extremely difficult to accurately identify data that flows on their networks, with carriers reportedly interested in installing Shine. "Tens of millions of mobile subscribers around the world will be opting in to ad blocking by the end of the year," said Roi Carthy, chief marketing officer at Shine, in a statement published by the Financial Times.
Instead, it looks like mobile advertisers will just have to get a bit more creative while trying to reach mobile users in Europe. For example, ads displayed on Facebook and Twitter will still be allowed, and could open up a new ad pipeline.