Mobile operator starts blocking ads on its networks in the Caribbean
Denis O’Brien's leading mobile phone network provider Digicel has started deploying ad control technology on its networks.
The mobile phone network provider Digicel, owned by Irish billionaire Denis O’Brien, is deploying ad control technology at the network level on its networks across the globe.
The company is calling for leading ad networks such as Google, Yahoo and Facebook to enter into revenue sharing agreements to “bridge the digital divide”.
At present, these companies do not pay to make use of the network.
Beginning in Jamaica and expanding to other markets in the Caribbean and South Pacific, Digicel will collaborate with Israeli start-up, Shine Technologies, to be the first operator worldwide to install Shine’s mobile ad control technology at the network level.
The technology blocks display and video ads put in by ad networks in both mobile browsers and apps.
However, according to the Financial Times, it does not hamper “native” ads “of the kind used by Facebook that sit within the social network’s own app”.
Taking a stand
Mr O’Brien said that the move is about improving customer experience and help drive broadband access.
“This is about giving customers the best experience and about getting access to broadband to the unconnected and allowing them to benefit from the opportunities it affords,” he said.
“Companies like Google, Yahoo and Facebook talk a great game and take a lot of credit when it comes to pushing the idea of broadband for all – but they put no money in. Instead they unashamedly trade off the efforts and investments of network operators like Digicel to make money for themselves.
“That’s unacceptable, and we as a network operator, are taking a stand against them to force them to put their hands in their pockets and play a real role in improving the opportunities for economic empowerment for the global population.”
Starting a conversation
Ron Porat, CEO at Shine, said of the company’s work with Digicel:
“Shine is dedicated to putting a stop to the abusive behavior of mobile advertising toward the network operator and the consumer.
“As the first operator worldwide to deploy our technology at the network level, Digicel is making a clear call for an improved customer experience.
“We believe it is now time for everyone in the digital advertising ecosystem to look to the future and start having a conversation about how better and sustainable digital advertising can be created to foster stronger, mutually beneficial relationships that are based on transparency and trust.”
