European Phone Operators Want to Block Out Google Ads From Smartphones
In an effort to force Google and others to share their ad revenue, European phone operators are considering the option of enforcing an ad-blocking software on their networks.
The plan is still on paper, but a number of operators are already on board with its implementation. These folks are quite unhappy at how companies like Google, Yahoo, and AOL are earning huge amounts of revenue through advertisements while riding on the backs of their phone networks.
Speaking to the Financial Times, one employee of a European wireless carrier revealed that the current plan is to have the ad-blocking software installed its servers by the end of the year. Once done, most ads by Google and other companies would no longer appear on webpages and in apps on customers’ smartphones or tablets. This would greatly effect the revenue stream of company giants like Google.
While one employee suggested that they are also thinking of the ad-blocking to be an opt-in service for customers, there’s one more plan which would see the ad-blocking software installed across entire networks. This is specifically targeted at Google and would leave millions of smartphones outside of its reach.
According to eMarketer, companies would be generating around $69 billion in revenue through ads by the end of 2015. The European phone operators want a piece of this pie, and they are confident that provoking Google would have them start talks.
In return, Google has stated that the phone networks make a lot of money by charging their customers to access the internet on their phones: “People pay for mobile internet packages so they can access the apps, video streaming, webmail and other services they love, many of which are funded by ads. Google and other web companies invest heavily in developing these services — and in the behind-the-scenes infrastructure to deliver them.”