What Digicel's Next-Level Ad-Blocking Means for Adland

With fewer than 14 million cellphone customers in the Caribbean and South Pacific, Digicel's recent decision to block mobile ads that don't pay their way isn't a big deal in isolation. But the idea could prove significant, so its adoption by even one carrier has set the ad industry rushing to predict its ripple effects.
--
To block ads on such a broad scale, across all mobile browsers and apps, Digicel is working with Shine, a company that helps carriers to block ads at the network level. "Our technology is in a box we plugged into the [carriers'] data center or data centers, and we make the ads disappear before it hits the handset," said Shine CMO Roi Carthy.
--
"We have a solution today that can pass through any ad blocker because all ad blocker systems are working with the same technology," said Secret Media CEO Frederic Montagnon. He was referring to an open-source project called EasyList that indexes various ad-server calls so software can identify and block them.
"The ad blockers that work on the network side also work with this list," Mr. Montagnon said.
http://adage.com/article/digital/digicel-s-ad-blocking-move-means-adland/300739/