Mobile operator Three is set to block ads on its mobile network, becoming the first European operator to make such a move.

The technology, developed by Israeli start-up Shine, will block ads in apps and on the web.

But although the company said it plans to roll out the technology internationally, it is not yet clear when Irish customers will feel the benefit.

The network has already tested the technology in Italy and the UK, and has 30 million subscribers worldwide.

Three UK chief marketing officer Tom Malleschitz said the company did not feel its customers should have to pay for data use driven by mobile ads.

The technology is not designed to eliminate ads completely, the company said, but to give its customers more control over what ads they saw. Users will be able to opt in to the service.