Ad blocking

Few topics burrow deeper into the minds of marketers these days than online ad blocking and ad fraud.

Mobile networks are about to crack down on annoying ads. The UK mobile network carrier O2 is looking to introduce an ad-blocking feature for its users, according to Business Insider, making it the second carrier this week to announce possible plans for deploying ad-blocking technology.

The battle between the advertising industry, mobile phone operators, publishers and privacy advocates has reached new heights, with Apple’s decision to allow ad-blocking extensions in its Safari browser sparking fears that the multi-billion dollar mobile ad industry could be about to take an expensive haircut.