3 UK has confirmed plans to trial ad-blocking technology on its network in June. In a statement, the company said that its customer were becoming increasingly frustrated by irrelevant and intrusive ads which use up their mobile data allowance. The trial will test the ability of the technology to filter out advertising that damages customers' mobile browsing experience without impacting their network experience.
It will contact customers to ask them to agree to take part in the 24-hour trial which is scheduled to take place during the week commencing 13 June. The trial comes after the operator announced three principal goals for mobile advertising in February. That customers should not pay data charges to receive ads, with costs borne by the advertiser; that customers' privacy and security must be fully protected; and that customers should be entitled to receive advertising that is relevant and interesting to them.
