24-hour trial will run on network during week commencing June 13 with customers able to volunteer via Three’s website
Three will commence trials on ad-blocking software across its network from June 13.
The operator announced plans to introduce Shine’s ad-blocking software in February, but will run 24-hour trials in co-operation with customers who volunteer through Three’s website.
KPMG research carried out in April found 44 per cent of UK adults are planning to use an ad-blocker in the next six months.
Three’s partnership with Shine, based in Israel, will ultimately see it rollout the software across its UK and Italian networks, making it the first European provider to block adverts at a network level.
Three UK chief marketing officer Tom Malleschitz said: “This is the next step in our journey to make mobile ads better for our customers.
“The current ad model is broken. It frustrates customers, eats up their data allowance and can jeopardise their privacy. Something needs to change.
“We can only achieve change by working with all stakeholders in the advertising industry – customers, advertising networks and publishers – to create a new form of advertising that is better for all parties.”