The next version of iOS will come with a feature called “content blockers”, this will allow users to install an app that will block advertisements and trackers in the latest edition of Safari.  These apps will block the content before it is even loaded in the system.  Upon selecting the blocker in settings, users will not need to do anything, the content will be blocked prior to the page loading.  The reasoning is that it will allow web pages on mobile to open faster.

Apple describes it like this:  “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.”

Ad blocking extensions have been available to Mac users for a while now and will now be available on mobile.

What does this mean for business?

Businesses using ads on the web or pop-up ads on their website will be affected most.  These apps will stop those ads from being seen.

The apps can be used in third party apps, such as Twitter or Facebook, but block the ad content on links only, making the links load quicker.  So far, Facebook and Twitter Ads in the platforms will not be affected, but if the ads link to a website where the purpose is to get more traffic to see ads or pop-ups, this content will be blocked.

It is important to take smartphone use into consideration:

  • 80% of online adults own a smartphone and 75% of these users are accessing mobile internet services on the phone. (Tech Crunch)
  • Users are spending 1.85 hours a day on their phones. (Tech Crunch)
  • 40% of cell phone owners use a social networking site on their phone (Pew Internet)
  • 94 million iPhones were in use in the US at the end of March 2015. (Cnet)

If you use internet ads you may soon be missing a large segment of your demographic.  It may be time to start considering advertising on the Social Networks.

Read more: The Pros and Cons of iOS9