MNO Opportunities Arising From Mobile Ad Blocking

  • ID: 3675862
  • Report
  • Region: Global
  • 26 Pages
  • Mobile Market Development Ltd (Wireless Profit)
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FEATURED COMPANIES

  • Adblock Fast
  • Apple
  • BuzzFeed
  • Google
  • New York Times
  • Shine Technologies
  • MORE
While PC ad blockers have been around for some time, mobile ad blocking is relatively new. Developments in this area are gathering pace, leading operators to consider whether they have a role to play in this area.

Mobile advertising has been accused of degrading customer online experience, consuming data allowances and invading customer privacy. Ads also contribute to network congestion. It stands to reason that solutions that block mobile advertising and advertising technology could be an appealing customer proposition and help operators to increase network capacity without additional infrastructure investment. But some MNOs are also considering the potential of ad blockers to drive revenue.

Ad blocking is a way for operators to extend their control over the traffic that runs across their networks. They could earn revenues in two main ways:

- By charging third parties (e.g. Google) for the right to keep ad traffic on the network;
- By removing third party ad traffic and engaging with advertisers directly through operator-owned advertising solutions.

On the other hand, content providers and OTT service providers may see ad blocking as a threatening means to limit their income; they may react negatively by, for example, removing access to previously free content.

This report looks at emerging approaches to mobile ad blocking in order to help operators determine its potential to improve the customer online experience, free network capacity and win third party revenues.
Note: Product cover images may vary from those shown
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FEATURED COMPANIES

  • Adblock Fast
  • Apple
  • BuzzFeed
  • Google
  • New York Times
  • Shine Technologies
  • MORE
1. Overview

2. Introduction
2.1 Background to the Report
2.2 Report Content
2.3 Currency and Conversions
2.4 Further Questions and Feedback

3. Developments in Ad Blocking
3.1 Introduction
3.2 Device Manufacturers’ Ad Blocking
3.2.1 Apple
3.2.2 Samsung
3.2.3 ASUS
3.3 Shine Ad Blocking
3.4 Limitations of Mobile Ad Blocking
3.4.1 Introduction
3.4.2 In-app Advertising
3.4.3 Retaliation from Content Publishers
3.4.4 Connectivity
3.4.5 Net Neutrality Issues

4. Ad Blocker-Related Revenue Potential
4.1 Introduction
4.2 Ad Blockers as Customer Value Added Service
4.3 Ad Blocker Whitelists
4.4 Ad Blockers to Support MNO Advertising Propositions

5. MNO Ad Blocking Experience
5.1 Introduction
5.2 Digicel
5.3 Three
5.4 O2, UK
5.5 EE, UK
5.6 AT&T and Verizon, USA
5.7 Verizon and AOL, USA
5.8 Free, France

6. Key Findings and Conclusions

7. Recommendations
Note: Product cover images may vary from those shown
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- AOL
- AT&T
- AdUnblock
- Adblock Fast
- Adblock Plus
- Amazon
- Apple
- Asus
- Been Choice
- Brave
- BuzzFeed
- Digicel
- EE
- Eyeo
- Facebook
- Google
- Horizon Ventures
- Hutchinson Whampoa
- IAB
- Internet Advertising Bureau
- Microsoft
- New York Times
- O2
- Pinterest
- Samsung
- Secret Media
- Shine Technologies
- Taboola
- The Bild
- Three
- Twilio
- Twitter
- Verizon
- Weve
- Yahoo
Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown
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