Ad-blocking functionality coming to iOS 9

Ad-blocking functionality coming to iOS 9

It's something that Android users have enjoyed for some time now, but it has now been confirmed by  Apple the iOS 9 will feature the ability to block pop-up adds in Safari. As explained over on the Apple Developer website, the Content Blocking Safari Extensions will provide third party apps with "a fast and efficient way to block cookies, images, resources, pop-ups, and other content." From what we can tell, this doesn't mean that in-app ads will be disappearing, so it isn't a complete win for iPhone users, but it's certainly a move in the right direction for the consumer. It's not great news for advertisers though, who make a considerable amount through iOS adverts and will now have to re-think their strategy.

[Via Apple / uSwitch]

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