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The ad-blocking wars are stepping up a gear today as mobile network-level ad blocker startup Shine has announced it’s signed its first European carriers to roll out its tech.

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We don’t believe customers should have to pay for data usage driven by mobile ads.

The industry has to work together to give customers mobile ads they want and benefit from.

These goals will give customers choice and significantly improve their ad experience.” Shine’s CMO Roi Carthy tells Tech Crunch it is now talking to “over 60 carriers around the world including others in Europe and in the U.

S.” — expressing confidence it will have more carrier rollouts to announce in the next six months.

Last November, for instance, EE said it was conducting a strategic review of ad blocking.

Another UK carrier O2 also said it was actively testing ad blocking tech last fall.

Both said they weren’t looking to eradicate ads but to offer their users more control.

(For the record Carthy used to be a TC contributor.) “We expect to finish 2016 with hundreds of millions of consumers either opting in or having the opportunity to opt in to Shine,” he adds.

(For the record, Three UK, the smallest of the UK’s mobile network operators, had 8.8 million customers as of August last year.) Details on how exactly the Three implementation will work are thin on the ground at this point, although the carrier says its three “principal goals” for deploying Shine are: eliminating data charges for ads for its customers; protecting customer privacy and security; and swatting “excessive, intrusive, unwanted or irrelevant adverts”, arguing that “customers should be entitled to receive advertising that is relevant and interesting to them, and not to have their data experience in mobile degraded”.

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  1. The ad-blocking wars are stepping up a gear today as mobile network-level ad blocker startup Shine has announced it’s signed its first European carriers to roll out its tech.

  2. Three UK and Three Italy are implementing Shine’s technology, the companies said today, paving the way for other brands in the Three Group to follow.

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