Tom Malleschitz told "Marketing" at Mobile World Congress that Three's partnership with ad-blocker Shine, announced last week, was about improving the ad experience for consumers, and saving them money. His comments come as the debate around ad blocking becomes increasingly fractious. Explaining the reasoning behind the partnership with Shine, Malleschitz said the operator had spotted that ads took up 20% of a mobile user's monthly data consumption.

Pepsi Max has unveiled a star lineup of football players, including Manchester City's Sergio Agero and Vincent Kompany, for its latest global television ad. The ad is themed around the 'Pepsi Max Blue Card', which the soft drinks giant wants to associate with fun, unlike red and yellow cards. It features two unsuspecting delivery drivers that get the "surprise of a lifetime" when they get to play a football game with members of the Pepsi Max team.

The average issue readership of the Northern & Shell-owned tabloid was an estimated 777,000 in the year to the end of 2015, figures showed -- down 28% from 1.079 million the previous year. "The Guardian" was the only daily newspaper to show an increase in readership of 8.8% to 814,000 in 2015. All other dailies fell year-on-year, with the biggest falls for the "Daily Star" (down 20% to 808,000) and the "Daily Mirror" (down 19% to 1.85 million). "The Sun" remains the most well-read daily tabloid, but suffered a 16% decline.

Native ads are due to grow by 156% in Europe over the next five years, reaching EUR13.2 billion (GBP10.29 billion) by 2020, according to research by Yahoo and Enders Analysis. "Native Advertising in Europe to 2020" was released at Mobile World Congress today and found that the market will make up more than half (52%) of digital display advertising in Europe by 2020. In the UK native advertising is set to grow to GBP2.8 billion in 2020, up from GBP1.2 billion in 2015.

Users will also be able to browse tracks played on BBC radio shows from the last seven days, and add songs to their own "My Tracks" playlist. Due to licensing restrictions, the BBC is only making 30-second clips of songs available in the app, although live performances will be available in full. Users will be able to connect the app to their Spotify, Deezer or YouTube accounts to play songs in full, and will also be able to export their My Tracks playlist to those services.

Dentsu Aegis Network is launching a global agency focused on business-to-business clients called Interprise. The new shop will "address the complex and diverse challenges associated with business audience management." Carat's existing B2B media team at Carat Enterprise will be integrated within Interprise. The agency will be headquartered in London -- within the same building as Carat, Vizeum and iProspect -- with offices in New York, San Francisco, Singapore, Hong Kong and Sydney.

A cross-party group of peers has told the government that there is "no compelling case" for scaling back the BBC and it should continue to be a "universal broadcaster" making popular programming for all. In one of the most robust defences of the BBC's output yet, the Lords communications committee said there should be an overhaul of how the corporation is held to account, but there is "no need for fundamental changes to the BBC's core mission."

TV advertising revenue hit record levels of GBP5.27bn in 2015 as digital brands including Facebook, Google and Netflix become the second-biggest investors in the medium. Data provided to Thinkbox by the UK commercial broadcasters shows that TV advertising revenue in the UK was up 7.4% last year compared to 2014. According to Nielsen data, the continued growth has been fuelled by increased investment in all major marketing categories, with significant growth coming from online companies.

Although seemingly not as offensive as Paddy Power's 2014 Oscar Pistorius ad, the 'Epic Strut' campaign attracted more than 1,500 complaints last year. Moneysupermarket's ad featuring a man strutting and twerking in high heels and denim hot pants was the most complained-about TV ad in the UK last year. The TV ad features middle-aged "Dave" in an "epic strut" through London's streets while Sharon Osbourne looks on.

The Brit Awards 2016 will be the most digital ever in the history of the event, according to its organisers. All major social networks and channels including Facebook, Instagram, Twitter, Snapchat and Vine will be represented at the awards Wednesday. Google Play Music is the official streaming and download partner of the event. YouTube will be live streaming the show globally for the third consecutive year at youtube.com/brits.