European regulators just put a major roadblock in the way of one of the most ambitious and aggressive ad blocking startups — as well as the telecom that had hoped to benefit from it.
The company, an Israeli tech firm called Shine, had planned to partner with the European wireless carrier Three to block all mobile ads from reaching its 30 million subscribers.
But a European Union agency said this week that such a plan would violate net neutrality, the principle that internet service providers should treat all web traffic equally.
