Skip to main content

Three becomes the first European carrier to block adverts across its network

When it comes to advertising, U.K. carriers EE and O2 have certainly talked the talk when it comes to blocking adverts. However, Three’s English and Italian arms just became the first European carriers to walk the walk.

More specifically, Three signed a deal with Israel-based software company Shine, which offers ad-blocking technology for those willing to cough up the dough. Three didn’t reveal how much the deal is worth, or how Shine’s technology will be implemented, but did indicate that ad-blocking will take place at a network level rather than by having customers download extra software to make the magic happen.

Recommended Videos

What’s interesting is, based on the press release’s language, Three isn’t planning to block every single advert. This runs contrary to Shine’s ad-blocking software, which blocks just about every advert under the sun and seemingly doesn’t allow “whitelisting.” In addition, Three’s network-level ad-blocking sounds like it will be opt-in, rather than opt-out.

According to Three U.K. chief marketing officer Tom Malleschitz, the company arrived at its decision to partner with Shine due to adverts creating a poorer network experience for Three’s customers.

“Irrelevant and excessive mobile ads annoy customers and affect their overall network experience,” said Malleschitz. “We don’t believe customers should have to pay for data usage driven by mobile ads. The industry has to work together to give customers mobile ads they want and benefit from.”

Three may be the first European carrier to roll out ad-blocking features on its network, but it isn’t the first to put some research behind it. Last November,EE and O2, two U.K.-based carriers, each announced they would look into implementing ad-blocking technologies on their respective networks. Neither company has yet to implement such technologies, though they, much like Three, will have to consider which adverts are to be considered “acceptable.”

Williams Pelegrin
Williams is an avid New York Yankees fan, speaks Spanish, resides in Colorado, and has an affinity for Frosted Flakes. Send…
Honor Magic V5 is a seriously impressive foldable phone, so it’s gutting it’s not available in the US
We've been hands-on with the world's thinnest foldable phone
The internal screen of the Magic V5, standing on the edge of a foosball table

The Honor Magic V5 is the world’s thinnest foldable phone, and while the thickness of your phone may not be a driving force behind your purchasing decision my brief time so far with this handset has shown there’s more going on here than a simple spec benchmark.

If I were Samsung, I’d be looking a little nervously over my shoulder as I prepare for the Galaxy Z Fold 7 and Z Flip 7 launch on July 9.

Read more
The world’s thinnest foldable phone is actually thicker than its predecessor
The Honor Magic V5 is super slim, but it also bulks out in one key area
The Magic V5 and Magic V3 foldable phones being held in one hand

I’ve been hands-on with the Honor Magic V5, officially the world’s thinnest foldable phone - a title the Chinese manufacturer expects the phone to retain throughout 2025.

But while it is the thinnest foldable around, it’s also oddly thicker in one key way than its predecessor the Magic V3 (a former world’s thinnest foldable itself) and the Pixel 9 Pro Fold I had in my pocket.

Read more
Apple Watch Series 11: everything you need to know
The Apple Watch Series 10, with a leather band, on someone's wrist.

Apple’s next smartwatch is merely a few months away, and ahead of its expected Fall debut, we have come across rather interesting bits of information. For starters, it may not serve any design surprises. On the other hand, some next-gen health innovations could be on the horizon. 

Let’s start with the name. Well, don’t expect any fireworks here. The upcoming smartwatch will most likely hit the shelves carrying the Apple Watch Series 11 label. How much will it cost? Barring any major hardware-level changes or Apple seriously feeling the pinch of tariffs, we are looking at a familiar starting price of $399 per timepiece. 

Read more