Three will run an ad–blocking trial next month, in a move that could send major waves around the UK mobile industry.
The 24-hour trial will be offered to any Three customers willing to sign up. It will be the first time in the UK that mobile ads have been blocked at the network level.
At the moment, any smartphone users who want to block ads need to download an app and install it on their device.
Blocking ads means smartphone owners use less data, with web browsers and certain apps running faster.
Speaking of the plans, Three’s Chief Marketing Officer Tom Malleschitz said: “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.”
There is unquestionably an appetite to stop invasive ads ruining everyday smartphone use.
However, Three’s trial is likely to cause consternation among advertisers and news outlets, who say that it will hit revenue streams.
It will also likely provoke the ire of competition regulators.
Three has not yet revealed the date that it will trial its 24-hour network ad block. But we'll let you know when we hear anything.