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Mobile networks in Europe plan to block ads

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Mobile networks in Europe plan to start blocking online ads to target Google’s stranglehold on digital ad revenue, according to a report in the Financial Times.

The newspaper says that “several” carriers have installed ad-blocking software — developed by an Israeli company called Shine — in their data centers, and plans are afoot to switch the technology on by the end of the year. The software stops most ads from loading, though “in-feed” ads like the ones you find on Twitter or Facebook aren’t affected.

Citing a source at one European carrier, the report suggests that the network will introduce an opt-in ad-free service initially, but is also considering extending it to its entire network automatically. It’s not clear whether this would be a paid or free offering, but ultimately it’s designed to target the major online ad companies such as Google.

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