Ad-blockers clash with ad sellers at Mobile World Congress

Barcelona's Mobile World Congress 2016 has stirred up some heated debates about ad-engagement and ad-blocking among industry executives, after it was revealed that mobile ad-blocker start-up, Shine, intends to work with Three Group, to power new ad-blocking technology with a consumer opt-in facility, starting with its UK and Italian consumers. This controversial move comes at a time when the industry is in the middle of an ad-blocking war, with companies like Google, AOL and Yahoo all opposed to ad-blocking, as they continue to power millions of digital ads that publishers rely on to make money. Others such as Nestle contended that while mobile engagement is a challenge for the ad industry, it also presents an immediate opportunity for all companies to revise their marketing methods and transparency ethics for building greater industry trust.

BARCELONA, Spain—A panel discussion about ad-blocking at Mobile World Congress showed just how high the tension is getting between advertisers, tech companies and ad blockers.

Speaking to a packed room full of marketers, execs from Google, Shine, Nestlé, AOL and Yahoo talked about why consumers use mobile ad blockers and what marketers can do to improve the quality of online ads. Much of the talk specifically revolved around mobile ad blocker Shine and how it is working with carriers to remove ads.