Shine Quits Ad-Blocking, Launches Ad Opt-In Service
- New product lets consumers choose what ads they receive
- Three UK will offer Rainbow to customers later this year
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Shine Technologies is changing its name to Rainbow, leaving the ad-blocking market and recreating itself as a service with benefits for consumers and advertisers alike: an opt-in experience allowing web users to decide what ads they get.
The move signals that the Israeli company is embracing advertisers, its previous enemy, developing the new product with input from European mobile carrier Three, an unidentified global advertising agency, and a media group.