At the Apple Worldwide Developers Conference (WWDC) in San Francisco this week, iOS 9 was unveiled. It’s been reported that Apple will be giving app developers an easy way to create mobile ad blockers for Safari on iPhones and iPads with the roll out of this new operating system. Ricky Mondello, an engineer at Apple, first revealed the change on Monday:
Did you know you can write a web content blocker on iOS 9? There’s a session about it on Friday at 11AM. More info: https://t.co/vqM9qnCBF5
— Ricky Mondello (@rmondello) June 8, 2015
In the latest developer specs, Apple didn’t use the term “ad blocking“. However it says the functionality gives developers’ Safari extensions “a fast and efficient way to block cookies, images, resources, pop-ups, and other content”. At this time, the content blockers only apply to Safari. Google is still the default search engine on iOS devices, so the move could negatively impact Google’s mobile advertising revenue particularly.
After users download an app with a content blocker extension, it shows up in Settings. Users can keep the app installed and disable the content blocker independently in Settings, according to 9to5Mac.
A recent report showed that Google may have lost nearly a billion in ad revenue in the U.S. alone in 2014 as a result of roughly 10 percent of U.S. internet users having ad-blocking extensions or plug-ins installed on their browsers. It’s reported that Google pays millions to be whitelisted by services like AdBlock and have their some ads make it past the filters.