Dive Brief:

• A new Israeli startup, Shine, aims to take mobile ad blocking main stream. Shine told Business Insider the startup has the support of wireless carriers, though those remain unnamed.
• According to Shine, mobile ads are a hindrance to wireless carriers by increasing bandwidth and using up 10 - 50% of users' data plans.
• Shine's ad controlling technology will siphon out mobile display, apps and video ads, but will leave in native style ads. Ad-blocking usage has recently spiked, and in the fourth-quarter of 2014, there were already some 144 million ad-blocker users globally, according to PageFair and Adobe.

Dive Insight: 

Wireless carriers have a responsibility to protect assets that mobile ads are affecting, but a mobile ad block like Shine could have serious consequences for mobile marketers and brands. Shine is selling directly to the wireless carriers meaning mobile users may not be able to opt in or out of an ad blocker. If ad control becomes more prominent among wireless carriers, it will only increase the need for mobile advertisers to explore native options.