The days of accidentally clicking pop up adds may be coming to an end

<p dir=”ltr”><span>It’s essentially impossible to spend time surfing the internet or using apps on a mobile device without being bombarded by mobile advertisements.</span></p><p dir=”ltr”><span>However, according to</span> <a href=””><span></span></a><span>, the U.K.’s largest mobile operator EE is considering implementing programs that will allow their consumers to manage what advertisements they see online.</span></p><p dir=”ltr”><span>This could end up being a major hit to the estimated €2 billion ($2.12 billion) mobile advertising market.</span></p><p dir=”ltr”><span>EE chief executive officer Olaf Swantee has launched a strategic review to help determine whether or not to take action by allowing their two million customers to restrict the type and quantity of ad content that will reach their device. One of the driving forces behind this initiative is due to concerns about the increasingly intrusive methods used by mobile advertisers.</span></p><p dir=”ltr”><span>Some of the forms of advertising that customers will have control over include banners and auto-playing videos, which users often have no option in closing until they are completed.</span></p><p dir=”ltr”><span>Because EE has close ties to Apple and their iPhones, they may be following in the footsteps of the blockers Apple recently made available in their devices’ browsers.</span></p><p dir=”ltr”><span>However, Swantee, who led EE through integration with other mobile providers, explains that they do not want to completely eradicate mobile advertisements but rather simply give their customers the option to do so.</span></p><p dir=”ltr”><span>According to</span> <a href=””><span>TechCrunch</span></a><span>, EE is not the only U.K. carrier working to give their customers this option. The cell company O2 is actively testing ad-blocking and control technology.</span></p><p dir=”ltr”><span>”We are absolutely looking at [network-level ad blocking] technology,” O2’s managing director of digital commerce Robert Franks told</span> <span>Business Insider</span><span>. “We are looking at these technologies to see if they can help our customers with some of the bad practices and disruptive experiences that are happening.”</span></p><p dir=”ltr”><span>This announcement came right on the heels of EE revealing their strategic review. O2 is in the same boat as EE in that they are not on a mission to completely block all ads but only to offer that control to their customers.</span></p><p dir=”ltr”><span>With around</span> <a href=””><span>95% of Americans</span></a> <span>already reporting being reached by mobile advertisements, both companies believe that mobile ads will continue to become more intrusive, invasive and gobble up more mobile data until something will have to give.</span></p>

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