At source restrictions on mobile adverts

EE, Britain’s biggest mobile operator, is considering introducing technology that will hand smartphone users the power to control the advertising they see online, in a clampdown that would cause major upheaval in the £2bn mobile advertising market.
Olaf Swantee, EE’s chief executive, has launched a strategic review that will decide whether the operator should help its 27 million customers to restrict the quantity and type of advertising that reaches their devices, amid concern over increasingly intrusive practices.

This is a whole new ball game. More at The Telegraph.



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