Optus is considering using ad-blocking tech across its whole Australian network

Australia’s second largest telco is looking at introducing ad-blocking technology across its network.
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The telco has engaged in several meetings with Israel-based ad-blocking company Shine, which recently signed a deal with UK carrier Three to implement its software through the network.
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For Optus, launching carrier wide ad-blocking would allow the telco to take a slice of the $100 billion worldwide mobile ad spend and fix the growing problem with telcos around their shrinking average revenue per user (ARPU).
Optus is a telco that struggling with its ARPU and is trying to find other ways to make up for it, including offering content such as the English Premier League.
http://www.businessinsider.com.au/optus-is-considering-using-ad-blocking-tech-across-its-whole-australian-network-2016-3