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Three to test ad-blocking technology next month

Three are to trial ad-blocking technology next month for a period of 24-hours.

The mobile network operator, owned by parent company CK Hutchison, have announced their plans to introduce Shine's ad-blocking software during a rollout next month.

Customers will be able to volunteer through Three's website to trial the ad-blocking software. Once rolled out this will be the first time that a European provider has blocked adverts at a network level.

Mobile radio mast

Three UK chief marketing officer Tom Malleschitz has commented on the upcoming trial saying, "This is the next step in our journey to make mobile ads better for our customers."

"The current ad model is broken. It frustrates customers, eats up their data allowance and can jeopardise their privacy. Something needs to change."

Malleschitz also stated that, "We can only achieve change by working with all stakeholders in the advertising industry – customers, advertising networks and publishers – to create a new form of advertising that is better for all parties."