[3] Digicel

On the face of it, such fears are indeed warranted. Mobile browsers
which block ads on web pages (though not in apps) have become more
popular, particularly in Asia. The operating system for Apple’s
iPhones now lets users download ad-blocking software. Most
importantly, last month Three, a big mobile operator, announced that
it is planning to install ad-blocking technology in its British and
Italian networks. Its customers will be able to use it to block ads
within apps, too. Other carriers have said that they are looking into
offering such a service. Digicel, which is based in Jamaica, is
already doing so.




[6] Enders Analysis

Then there are legal and commercial hurdles. Three is planning to let
subscribers opt into its ad-blocking service, which is based on
technology developed by Shine, an Israeli startup. But that may still
run afoul of “network neutrality” rules, which require that all sorts
of online traffic, including ads, should be treated equally. To be on
the safe side, the service is likely to be offered directly through
Shine. Three has given itself a few months to figure it all out. Other
carriers are likely to wait and see how Three’s ad-blocking efforts

Yet advertisers and publishers should not get their hopes up too high.
The frustration with mobile ads is growing, and not just because they
can annoy. An increasing worry is privacy: mobile ads are targeted
using lots of personal data, but it often remains unclear how they are
being collected and used. If the advertising industry doesn’t clean up
its act, ad-blocking on smartphones may yet grow, albeit slowly, to
become as widespread as it is on personal computers.

原著来自 军事学人(March二6th 201陆)


Ad-blocking may not quickly spread to smartphones

Given all this, mobile ad-blocking may not grow much beyond its
current level in the short term. Online publishers interviewed by
Joseph Evans of Enders Analysis, a consulting firm, report that only a
few percent of all ads are getting blocked. Even some consumers with
ad-blockers installed on their phones may still be choosing to let
some through.

AD-BLOCKING is becoming ever more popular on personal computers.
According to some estimates, in a few countries more than a third of
internet users now have the necessary software installed in their
browsers. But what has advertisers and publishers really worried is
that ad-blocking could soon make a dent in the more rapidly growing
market for ads on smartphones, which will reach $100 billion this year
globally, according to eMarketer, a data provider.


[2] Three

Shine, but not rise


Analysis[6]的Joseph 埃文思采访的网络发表者都代表,唯有十分小片段


可推敲之下,给移动端广告业判死刑鲜明为时尚早, 邮电通讯业顾问迪恩 Bubley

United Kingdom运动运转商。







But on closer inspection, it is too soon to write the obituary of
mobile advertising, says Dean Bubley, a telecoms consultant. More than
half the time, smartphone users connect to the internet using Wi-Fi,
so they will still get ads even if their mobile operator blocks them.
What is more, the fastest-growing sort of mobile advertising is
“native”, meaning indistinguishable from other types of content, and
sometimes even encrypted. That makes network-based blocking hard, if
not impossible.

[1] eMarketer



[4] Dean Bubley


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