1. Executive Summary 2. Why Consumers Block Ads on Mobile 3. Why Mobile Operators Desire to Block Ads 3.1 Why Mobile Operators’ Direct Participation in Ad-Blocking Is Not The Best Idea 3.1.1 Antagonizing multiple parties 3.1.2 Not always serving consumer interest 3.2 Blocking Not The Only Approach 4. Conclusions and Recommendations 4.1 Winners and Losers 4.2 Recommendations
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