Israeli start-up Shine has carriers lined up for its ad-blocking software23
According to the report in the European business paper, the unnamed carrier is targeting Google because it wants the tech titan to give up (read split) some of the revenue it receives from mobile ads. Shine plans on offering its service to other mobile carriers and it is expected to announce a deal with one that serves "tens of millions of customers" sometime in the next two months. According to Roi Carthy, chief marketing officer of Shine, at least one U.S. carrier is going to be signing up to block mobile ads on its network.
In the U.S. and Europe, there is the possibility that Shine's service will break net neutrality rules by automatically blocking the ads. Under net neutrality, all data must be treated equally by carriers. We should point out that Shine does not block ads that are native to certain websites since these are considered by the company to be an "intrinsic part of the user experience." Shine's service will block out ads on mobile displays, apps, and mobile video ads.
source: FT (SubscriptionReq'd) via BusinessInsiders, TheVerge, AndroidAuthority