The hatred for advertisements is increasing in the mobile device industry. The upcoming iOS 9 may help users with its "Content Blockers" feature that will help users to get rid of ads, cookies, trackers and more while browsing the Internet.
Apple's Safari browser for desktop browser supports ad-blocking software for several years. Now the company is ready to extend the feature in Safari for its impending iOS 9. The beta version of iOS 9 that is currently being tested by developers includes ad-blocking capabilities.
"The new Safari release brings Content Blocking Safari Extensions to iOS. Content Blocking gives your extensions a fast and efficient way to block cookies, images, resources, pop-ups, and other content," per an Apple developer blog.
Mobile advertising is a big business globally and is also increasing at a great pace. Mobile advertisers and online publishers fear that content blocking in iOS 9 may pose a threat to their business. There are millions of iPhones and iPads being used in the market. If these iPhone and iPad owners activate ad blocking then it will generate less revenue to online advertising companies.
While content blocking will be available in iOS 9 the feature will not be enable as a default in iDevices. Users will need to install software and activate it to enable content blocking.
Content blockers will definitely affect publishers but it will be of great benefit to mobile device owners. iPhone and iPad users who install content blocking app on their device may experience increased browsing speed. Content blockers also help in protecting user privacy and reduce the use of data, which in turn will also reduce battery usage.
Content blocking may also benefit Apple's upcoming News application that will be bundled in the upcoming iOS 9. The Apple News app will include articles from many news publishers such as Daily Mail, The Atlantic, Time Inc. and more. Online advertisers may be forced to advertise directly via an app such as the Apple News app. Apple will get a part of the revenue, which is generated by selling the ads.
Market experts suggest that it is very early to understand the impact of content blockers in iOS 9 and online publishers will have to wait until the official release of the iOS version, which is expected in September this year.