News on the horizon regarding iOS 9: it seems it will be possible to block advertising during browsing.
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In these hours, a news item is circulating regarding some new features announced by the Apple staff working on the new operating system for devices such as iPhone and iPad.
Among them, however, a feature was not explicitly presented but did not go unnoticed.
The new iOS 9 actually includes a system for blocking advertisements on Safari.
This is by no means an irrelevant detail, but rather a decidedly important one, not only for the end-user but also concerning the broader context of all the stakeholders potentially affected by this novelty.
It is impossible, in fact, not to think that the ability to remove advertisements, banners, data tracking, cookies, and so on, cannot but, in a certain sense, harm – or at least partially affect – the economic interests of those who live and work with advertising.
Consider, above all, Google, which has built its empire on online advertisements.
A group of developers who had the opportunity to view the preview version of iOS 9 and OS X El Capitan noticed the presence of code related to the settings applicable to the browsing browser, which specifically refers to a feature called “content blocker”.
Activating it will therefore allow you to block ads but also other types of content that you do not wish to display regardless. The feature could, for example, be applied by users who temporarily need to avoid wasting bandwidth and therefore data; this is not necessarily a move designed solely for advertising pop-ups, but more likely a function with broader and more varied applications.
In any case, the intention to hit the competition seems almost blatant, since it is learned that – even when applying content blocking – advertisements processed and distributed by Apple would continue to be visible. This is possible because they are generated without the use of JavaScript or specific HTML code, but are conveyed directly through the operating system.
Furthermore, it was learned that Apple News will also not be affected in any way.
Therefore, although this revolution has been kept relatively quiet from Cupertino headquarters, it is safe to bet that this news, which could have significant effects not only for Google but also for advertising agencies and advertisers themselves, will be talked about more and more.
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