Three have partnered with some company and have announced they're blocking mobile ads at the network level. Interesting. http://arstechnica.co.uk/gadgets/201...l-ad-blocking/
(Note the wink.) The proposal, as far as I can see, is to block ads that impact on "customer experience", not all ads. It might encourage some sites to consider their adverts' impact and tweak it, rather than just block a large network that has potential revenue.