The rise of ad-blocking technologies continues: mobile operator Three says it will soon begin blocking mobile ads at a network level for all its customers.

However, it’s claiming the technology will be more nuanced than simply blocking all ads. Three is working with a tech firm called Shine on the plans.

“Our objective in working with Shine is not to eliminate mobile advertising, which is often interesting and beneficial to our customers, but to give customers more control, choice and greater transparency over what they receive,” claimed Three.

It cited three goals: that customers shouldn’t pay data charges to receive ads, but rather that the cost should be borne by advertisers; that customers’ personal information should not be extracted and exploited without their knowledge; and that any ads shown should be “relevant and interesting to them” rather than “excessive, intrusive, unwanted or irrelevant”.

It sounds to us like Three will be selling ads itself, but we’ll await further details.

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