TEL AVIV/LONDON: Shine Technologies, the Israeli start-up which built a reputation for promoting ad blocking technology to telecoms companies, will stop selling the software altogether.

Instead, Shine will rebrand as Rainbow, which executives say will be free for consumers and publishers to use and it will not charge advertisers to validate ads delivered through the service, the Financial Times reported.

It is thought that Rainbow, which will be launched in the UK later this summer, will generate revenues by giving businesses access to its insights and analytics service.

According to the Drum, businesses that pay for access to Rainbow's insights platform can then receive verification that enables them to bypass its filter system on mobile networks.

The company is reported to have been working on its business model in conjunction with Three, one of its existing telco partners, the Internet Advertising Bureau (IAB) UK, the Mobile Marketing Association and various media owners and network agencies.

Describing itself as the "guardian of the consumer experience", Rainbow said its new service would offer a "better advertising experience" for consumers.

The Financial Times said the move from providing ad blocking technology mirrors a similar move by Eyeo, the German owner of Adblock Plus, which launched an ad exchange last year.

Eyeo was heavily criticised at the time with accusations that it was effectively holding publishers hostage, but Shine executives said they will not launch an ad network to compete with Google and similar companies.

Shine also appears to have won the backing of the IAB UK, with Steve Chester, the organisation's Director of Data and Industry Programmes, telling Adweek that the IAB is looking forward to seeing how Rainbow aligns with industry agreed standards.

"We're really pleased to see that Shine has moved away from mobile network-level ad blocking, embracing and committing to working with the industry in the ongoing development of better ad standards," he said.

"The IAB UK as well as other industry bodies have been in discussions with Shine to ensure we are kept up to speed on their proposed new platform, Rainbow, to understand its ongoing development and continue to encourage continuing collaboration with the industry."

Data sourced from Financial Times, The Drum, Adweek; additional data by Warc staff