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Mobile Company Three Will Launch Mobile Ad-Blocking Trial

  •, Tuesday, May 31, 2016 7:03 AM

Mobile service provider Three will block advertising on its network for a day-long trial in June. In February, the company said it wanted to give its customers more control, choice and greater transparency over the ads they received. But the Internet Advertising Bureau  said Three's approach was too "broad" and would harm businesses. Three said it was exploring ad blocking on its network because ads count towards customers' mobile data charges, rather than advertisers taking on the cost; some advertisers "extract and exploit" customer information, and customers don't always receive relevant ads and have their browsing experience "degraded by excessive, intrusive, unwanted or irrelevant adverts," according to report on

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