Digicel, the Caribbean and South Pacific operator group, is deploying ad blocking technology, as it hopes to persuade the likes of Google, Facebook and Yahoo to strike revenue-sharing agreements.
The company will roll out the technology from Israel’s Shine Technologies first in Jamaica and then other markets across its footprint. Digicel says it will be the first operator to deploy Shine’s solution, which blocks display and video adverts in both mobile browsers and apps, at the network level.
Using ad-blocking technology, the group aims to agree revenue-sharing deals with the internet giants, which will give Digicel the funds to reinvest in its infrastructure.
In a strongly worded statement, Denis O’Brien, chairman of Digicel Group, said: “Companies like Google, Yahoo and Facebook talk a great game and take a lot of credit when it comes to pushing the idea of broadband for all – but they put no money in. Instead they unashamedly trade off the efforts and investments of network operators like Digicel to make money for themselves.”
He went on: “That’s unacceptable, and we as a network operator, are taking a stand against them to force them to put their hands in their pockets and play a real role in improving the opportunities for economic empowerment for the global population.”
Shine has been pitching for business from operators for some time, and is not afraid to take its case public. Last month, it placed an advertisement in the Financial Times calling on operators to ensure subscribers do not subsidise mobile advertising.
Digicel said that ads can use as much as 10 per cent of a customers’ data plan allowance.