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EU mobile carriers soon to block Google Ads

EU mobile carriers soon to block Google Ads

Several European mobile operators have put in technology to block Google, Yahoo and AOL ads, as reported by The Financial Times last week. One EU mobile carrier said that has already installed blocking software in its data centres and planned to turn it on before the end of 2015.


The Goal

They want to be able to control more of the ads European consumers see, by forcing Google out through blocking technology.

An executive at a European carrier confirmed with FT that it and several of its peers are planning to start blocking adverts this year and will be available as an “opt-in service” however they are also considering applying the technology across their entire mobile networks.


Commercial Moves

AdBlock has just announced that is launching its first mobile browser. While probably the best add-on for desktop browsers, this would have a similar impact to that of mobile carriers restrictions, with considerable implications for mobile SEO.

Mobile carriers will not act on a per-advertiser basis but rather on the entire platform (ad agnostic). We can argue about it, but if it’s an option you can opt-in/out, I don’t see how could Google do anything against it, legally speaking,.. other than strike a deal with carriers (see Adblock) or, become itself one. And they’re (Google) moving towards the latter it’s my guess. Carriers could just be simply playing ahead.

I doubt the EU would take kindly to this kind of anti-competitive practice as it would give a lot of power to mobile operators if they can choose whose ads they show to their users. Internet connectivity/bandwidth is a utility,  whoever consumes it pays for it, that’s it.

This move only goes to prove that legislation is required (once again) to protect and guarantee net neutrality.



Blocking ads only changes the business model, it’s the consumer that pays for everything at the end.


It’s a ridiculous plan. Blocking ads in this ham-fisted way would spark an enormous uproar among public advocates and in the press on both sides of the Atlantic. After all, it would violate the idea of net neutrality—the notion that all internet traffic should be treated equally—and it may even qualify as censorship. But this is almost beside the point. The bigger issue here is that this plan has exactly zero chance of bringing Google to the table. The web’s most powerful company is not about to negotiate away the business model that drives its entire online empire

If I pay for a website subscription (any given paid online media) due to its good content (which costs money to produce), and all of a sudden advertising is blocked on their website, would their business model be still sustainable for them? Would I still be willing to pay for the same service at a higher rate?

Because that’s what will happen if advertising disappears.

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