Ad-blocking technology poised to make mobile Net less neutral

[Commentary] Having trouble seeing the link between the Verizon-AOL deal and the need for net neutrality regulations? Some new reporting by the Financial Times should help clear things up for you.

The FT's Robert Cookson revealed that at least one major European mobile network is planning to use technology from Shine, an Israeli startup, to block ads from showing up on mobile-phone browsers. The technology can stop ads on web pages and most apps transmitted through the cellular network. The idea is remarkably anti-competitive, not to mention disruptive to a key business model for free content online. One can only imagine the conversations between a mobile-phone operator using Shine's ad-blocking technology and a major brand or online advertising network: "That's a real nice display ad you've got there. I'd hate to see anything bad happen to it on my network." Verizon and every other major ISP is challenging the neutrality rules in court, arguing among other things that the Federal Communications Commission exceeded its statutory authority. The courts will eventually decide if it did. In the meantime, the evidence mounts that ISPs may no longer be content to deliver content to their subscribers without making their mark on it.