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Three said it was exploring ad-blocking on its network because:
advertisements count towards customers' mobile data charges, rather than advertisers shouldering the cost some advertisers "extract and exploit" customer information customers do not always receive relevant adverts and have their browsing experience "degraded by excessive, intrusive, unwanted or irrelevant adverts"
U.K. Mobile Operator, Three, Confirms Ad Blocking Trial [bbc.co.uk]