- eliminating data charges for ads for its customers;
- protecting customer privacy and security;
- swatting “excessive, intrusive, unwanted or irrelevant adverts.”
Shine’s CMO Roi Carthy, “customers should be entitled to receive advertising that is relevant and interesting to them, and not to have their data experience in mobile degraded”. The company claims to be the only one offering network-level mobile ad blocking.
Mobile operators like the concept, but ad companies loathe it. The mobile carriers say Facebook and Google generate huge ad revenues, which are not shared with mobile phone operators. This technology levels the field, forcing ad companies to negotiate while giving the user the best possible data experience. Threats of Net Neutrality violations are regularly leveled against the company.