In a heated debate at Mobile World Congress (MWC) on Tuesday, executives from Google and Yahoo clashed with Shine's chief marketing officer (CMO) over ad-blocking.

Ad blocking software use grew 41 percent in the 12 months to August 2015 and there are now 198 million active adblock users around the world, according PageFair. Ad blocking was estimated to cost advertisers $22 billion last year.

"Shine is the single biggest threat in the history of advertising...it's a stellar opportunity to reset the relationship with consumers," Roi Carthy (CMO) of Shine Technologies said.

"We are not against advertising...there's a misconception that Shine is against advertising...we do believe new rules of engagement need to come about."

Carthy claimed that consumers were being "abused" by advertising technology.