Apparently the grand plan is to force Google into sharing the revenue it generates from mobile ads. Google currently enjoys the lion's share of mobile ad dollars, collecting $60 billion a year from search, YouTube, and and its various services like DoubleClick, according to a report in the Financial Times.
Google is aware of what some mobile operators are planning to do, and suffice to say, the company isn't all that happy about it.
"People pay for mobile internet packages so they can access the apps, video streaming, webmail and other services they love, many of which are funded by ads. Google and other web companies invest heavily in developing these services — and in the behind-the-scenes infrastructure to deliver them," Google told FT.
The blocking technology that mobile operators are planning to use was developed by Shine, an Israeli startup. Shine's software is capable of blocking most forms of advertising from loading in webpages and apps. According to Shine's marketing boss, the software is justified because the "online advertising is out of control," with digital ads chewing up anywhere from 10-50 percent of a mobile user's data plan.