O2 at the forefront of the fight against mobile ads

O2 at the forefront of the fight against mobile ads

O2 has revealed they are investigating how to prevent mobile ad's and their inevitable drain on data allowances.

Anything connected to the internet inevitably is surrounded with adverts, and whilst it is something we have all become accustomed to, on a mobile platform the consequences are not just a mere annoyance but extra mobile data consumption costing consumers money. As such there are a plethora of mobile ad blocking apps such as 1Blocker and adblockplus but now the networks themselves are looking for a solution and O2 is leading the way.

Focusing on their customer's experience Robert Franks, O2's managing director of digital commerce was quoted as saying "We are absolutely looking at [network-level ad blocking] technology. We are looking at these technologies to see if they can help our customers with some of the bad practices and disruptive experiences that are happening." Although he continued to argue that it is also in the advertising industries best interests explaining "It is not in an advertisers' interest to spam customers or do things to create a terrible experience. If the way to raise the bar is to look at these [ad blocking] technologies, I think that's fine" insisting that he didn't "see it as a polarized debate between 'do you have advertising or don't you have advertising'."

O2 themselves are heavily involved in the mobile advertisement industry, with their own advertising which Franks insists "are holding ourselves to the highest standards with our own advertising." But also through owning Weve a purely mobile based advertising company. Weve's audience however is purely elective with all participants having actively opted in to receive mobile adverts. Their best practice and experience in advertising is further evidenced by their board membership of the Internet Advertising Bureau (IAB) a UK based body working to create and maintain quality standards for the industry.

Eventually, the hope is that O2 can help customers filter out bad advertising that interrupts mobile browsing, eats up consumers' data allowances, and ultimately puts a strain on its own network infrastructure. A recent study by the New York Times estimated that more than half of all data came from advertising on websites.

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