Dive Brief:

• European wireless carriers are reportedly planning to install ad blocking software to networks, some even as early as the end of the year. 
• The software from Israeli startup Shine helps to weed out display ads on mobile, but leaves native style ads within apps and platforms. 
• A major carrier in Europe -- that remains unnamed -- has signed on Shine and plans to turn on an opt-in option for the software by the end of the year, according to several media reports. Shine says the move will affect tens of millions of wireless subscribers. 

Dive Insight: 

Ad blocking software may seem like an urban legend to marketers, that is, until a major European wireless carrier signs on and sets an end date for implementing the software. According to several media reports, Israeli startup Shine is making waves as more people become aware of its ad-blocking software and opt in to implement it.