Adstream++ is a mobile advertising initiative that aims to provide a better user experience by showing only relevant, optimized ads that don't consume large amounts of data or degrade the user experience. A trial of an ad blocking service by Three UK found that 84% of users found it effective at blocking ads and 72% wanted to keep using it. Adstream++ proposes working with industry stakeholders to pursue better ad standards and launch an ad blocking service to give users a better mobile advertising experience while also increasing advertiser effectiveness and publisher revenue.