As altruistic as this may appear, I really don't want my data altered, on-the-wire, in any way, by my ISP. It should be my choice as to what is to be blocked, and I think time should instead be taken to educate users on how to install ad blockers onto their mobile devices.
On this one I have to side with the advertisers. If a customer wants to block ads that one thing... if an ISP wants to block ads... or... "achieve change by working with all stakeholders" that sounds like (a) a whitelist or blacklist or smart system that will go wrong sometimes, and (b) a protection racket. This is what net neutrality is for (not that we have it any more).
Yeah, not on Three's side here. It's not like ads are illegal / immoral / ianything. If a user wants to block, cool - not the ISP. Doesn't a portion of the online world depend* on ad revenue to exist? WTF are they doing?
This is a subtle (or maybe no so subtle) way to block advertisers until they pony up a bit of cash. There's no way a move like this doesn't end up with a bit more money in the pockets of Three UK.
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