TL:DR: when Apple’s iOS 9 comes out in September, there’s going to be a dramatic uptake of ad blockers on iOS – and it’s going to have far-reaching effects not just on websites and advertisers, but potentially also on the balance in mobile platforms and even on Google’s revenues.
Now, the longer version.
In the old days, adverts appeared in print, on the radio and on the TV. Most ad-supported news organisations that have shifted to the internet began in print.
Ads in print were straightforward. Advertisers bought space, and editors could turn them down, or sometimes decide not to run them if a story broke that would bring about an awkward juxtaposition of, say, the advert for a shoe store on page 3 and the big breaking story now…
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