Several mobile operators plan to block advertising¹ on their networks, setting the stage for a battle with digital media companies such as Google, AOL and Yahoo.

多家移动运营商计划在其网络上封杀广告，此举或引发它们与谷歌(Google)、美国在线(AOL)和雅虎(Yahoo)等数字媒体公司之间的大战。

One European wireless² carrier told the Financial Times that it has installed blocking software in its data centres and planned to turn it on before the end of 2015.

一家欧洲无线运营商向英国《金融时报》表示，该公司已在其数据中心安装封禁软件，并计划在2015年底以前开启该软件的功能。

The software prevents most types of advertising from loading in web pages and apps, though it does not interfere³ with “in-feed” ads of the kind used by Facebook and Twitter.

这种软件会阻止网页和应用载入多数类型的广告。不过，该软件不会干涉Facebook和Twitter所用的那种“in-feed”广告（指直接插入使用者信息流中的一类广告——译者注）。

The blocking technology was developed by Shine, an Israeli start-up whose shareholders⁴ include Horizon Ventures, the investment fund of Li Ka-shing, Asia’s richest person.

这种封禁技术由以色列初创企业Shine公司开发。亚洲富豪李嘉诚创办的投资基金Horizon Ventures也是该公司股东之一。

Mr Li also controls Hutchison Whampoa, one of the world’s largest telecoms groups.“Tens of millions of mobile subscribers around the world will be opting⁵ in to ad blocking by the end of the year,” said Roi Carthy, chief marketing⁶ officer of Shine. “If this scales, it could have a devastating⁷ impact on the online advertising industry.”

Shine首席营销官鲁瓦•卡尔蒂(Roi Carthy)表示：“到今年底以前，全球数以千万计的移动用户将通过自主选择的方式，加入屏蔽广告的行列。如果达到这样的规模，这可能会对在线广告业产生毁灭性影响。”

Verizon, the largest US telecoms group, this week paid $4.4bn to buy AOL, seeking to gain a foothold in the rapidly growing market for advertising on mobile devices.

Shine表示，该公司正与多家运营商合作，其中包括一家拥有至少4000万用户的运营商。不过，该公司拒绝透露这些运营商的名字。

Marketers will spend almost $69bn this year on mobile ads — more than triple the sum they spent two years ago — according to research group eMarketer.

一位欧洲运营商主管确认，该公司及其他几家同类公司正计划从今年开始封禁广告。