Two European mobile network operators are hoping to profit from mobile advertising -- by allowing customers to block irrelevant or excessive ads. But buyer beware: Blocking irrelevant advertising is just another way of saying advertising should be more targeted.
The operators, Three UK and Three Italy, hope to win more customers by stopping the ads they consider excessive or irrelevant from crossing their networks. Other networks in the Three group could follow suit.
Mobile ads suck up bandwidth, which might seem a good thing for operators as they can charge for data by the megabyte. However, customers don't have limitless budgets, and so wasted bandwidth is more likely to reduce customer satisfaction than it is to increase usage.
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