• Product
  • Jun 15, 2016

Three begins network-wide ad blocking trial

Tesco is using advertising technology from Unlockd to display the location-based adverts on a user’s lock screen. Matt Berriman, CEO and co-founder of Unlockd, commented on Three’s plans: “Three’s ad blocking plans are reflective of a much bigger industry issue. Telcos are after a slice of the mobile advertising revenues that they’ve created but currently see little revenue from.”

“Blocking or threatening to block ads is a topical way to get publishers and media companies to the negotiating table, but the reality is that ad blocking does not offer the value exchange that consumers or telcos are really both seeking. Blocking ads makes a clear statement of intent, but it won’t help to have any impact on a telco’s revenues or bottom line. Meanwhile, consumers, who have traditionally accepted ads where they perceive a clear value exchange (such as TV and radio) are clearly showing that for the mobile channel, the value exchange model isn’t quite there yet.”