Shine does not offer a way for ad platforms or publishers to pay to gain access to a whitelist, though Carthy said the company would consider a model along those lines.
“What you won’t see us do is monetize our user profiles or collect any data around them,” said Carthy.
The digital advertising industry and Shine have traded blows recently, with IAB President Randall Rothenberg telling Business Insider that Shine is “funded by foreign billionaire investors, for the express purpose of stealing money from advertisers and publishers and diverting it into the pockets of giant cell phone carriers.”
To Rothenberg’s point, Hong Kong investor Li Ka-shing has a position at Shine and owns the holding company that controls Three Group.
If Adblock Plus’ whitelisting policy is the tollbooth for the desktop landscape, Shine’s centralized carrier subscriber profiles may end up the same for mobile.
“The objective,” Carthy said, “is to build a massive user base of hundreds of millions of consumers who have opted into Shine protecting them from ad tech.”
The two networks Shine publicly works with represent fewer than 30 million subscribers, which is a relatively small number for global marketers. (Consider that some markets, like China and India, are adding more users than that every year.) However, Carthy said approximately 60 carriers are either evaluating the product or already integrated but don’t want to announce the news.
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