Apple's New Openness to Ad Blockers Threatens to Remove Publishers' Mobile Ads

Including premium branded content

When Apple unveils its new iPhone and iOS 9 operating system this week, it could also drop a bomb on publishers by opening the door to ad-blocking technology on its massively popular mobile devices.

Ad blockers have been available on desktop browsers for years, but analysts say Apple's backing has the potential to make ad blocking more mainstream, making it available to a wider group of consumers.

With Apple's new tools, developers can build ad-blocking apps that consumers can download to wipe out ads on mobile sites when using Apple's built-in Safari browser.

Run-of-the-mill ads like banners and display placements are easy targets for ad blockers.

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