Mobile operators in Europe are reportedly planning to block online ads in an effort to reduce bandwidth usage on their networks and also add pressure to large advertising networks. A report from the Financial Times claims one unnamed European carrier plans to activate an ad blocking software in its network by the end of the year. The blocking technology, developed by Israeli startup Shine, allows mobile networks to filter out ads provided by Google and others.

"Tens of millions of mobile subscribers around the world will be opting in to ad blocking by the end of the year," claims Roi Carthy, chief marketing officer of Shine, in an interview with the Financial Times.

"An executive at a European carrier confirmed that it and several of its peers are planning to start blocking adverts this year," the report continues.

The article claims that an unnamed mobile carrier will target Google and block its ads to force the company into sharing some of its advertising revenue.