Mobile provider, Three, made a bold statement this week as the company announced it will move away from ad blocking and instead strive to come up with a better mobile advertising approach that serves more relevant and inspirational ads.
The announcement was made by Tom Malleschitz, CMO at Three, during an ad:tech event in London this week. Three revealed that its decision to work with ad blocking firm, Shine, “Pissed off” some major brands, including Google, although the campaigns thus far have shown positive results, with 86% of customers satisfied. Three plans to continue to work with Shine, but rather than use their ad blocking software, will collaborate with the company to create a better mobile ad solution.
Currently carrying over 40% of the UK’s mobile data traffic, Three insists its initiative to improve mobile ads is a move others in the industry should follow. Earlier this year, Three outlined three principles that it believes should be used as industry best practices:
- Customers should not pay for data on ads
- Privacy and security must be protected
- Ads should be relevant and inspirational and not degrade experience.
The mobile ad problem may never be completely fixed, but seeing industry leaders take steps towards improving user experience, even ones that will undoubtedly have a financial impact, provides some glimmer of hope that there will be a less-intrusive mobile experience in the future.
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