The adblocking revolution is months away (with iOS 9) – with trouble for advertisers, publishers and Google

The Overspill: when there's more that I want to say


The thing about print adverts was that they stayed where they were. Photo by Bethan on Flickr.

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.

Remember newspapers?

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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