UK carrier O2 is testing network-level ad-blocking technology

UK carrier O2 is testing network-level ad-blocking technology

According to a Business Insider report, UK wireless carrier O2 has revealed that it is actively testing a network-level mobile ad-blocking technology.

Going by the details shared by O2 with Business Insider, the ad-blocking technology being tested by the carrier -- which is a UK subsidiary of global carrier Telefonica -- is capable of blocking mobile advertising at the network level.

As such, the ad-blocking technology that O2 is testing will essentially give the carrier’s customers more controls over ads displayed on their mobile devices.

About O2’s ad-blocking efforts currently underway, Robert Franks – the carrier’s managing director of digital commerce – told Business insider that O2 is “absolutely looking at [network-level ad blocking] technology.” Frank further added that the key objective behind O2’s testing of ad-blocking technologies is “to see if they can help our customers with some of the bad practices and disruptive experiences that are happening.”

The recent disclosure by O2 about its ongoing tests of mobile ad-blocking technology comes close on the heels of a Sunday revelation by another UK carrier, EE, which said that it is carrying out a strategic review to determine whether it will be useful to offer its customers more controls over mobile ads.

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