Certain mobile providers in Europe could block Google ads

Friday, May 15, 2015

Some mobile providers in Europe have recently installed software developped by Shine in Israël. That software allows them to block certain ads that come from an external source. Ads included directly in your content aren't affected (e.g.: Facebook and Twitter ads).

The reason they did this is because, over the years, they've had to invest in their infrastructure and increase their budget to accomodate all the new technologies and the increase data usage because of, for example, YouTube. They would like to get a certain amount from digital ad companies (in large part Google) to unlock their ads (and therefore get a certain percentage of the revenue generate to help pay for their infrastructure).

The reason seems reasonable, but with net neutrality (which garantees that all traffic be treated equally) you can bet that this story won't stop there.