The latest version of Apple’s operating system for phones and tablets, iOS9, allows the installation of adblocking software that removes advertising, analytics and tracking within Apple’s Safari browser. While Apple’s smartphone market share is only around 14% worldwide, this has prompted another outpouring from the mobile and web advertising industry on the effects of adblockers, and discussion as to whether a “free” web can exist without adverts.
It’s not a straightforward question: advertising executives and publishers complain that ads fund “free” content and adblockers break this contract. Defenders of adblocking point out that the techniques used to serve ads are underhand and that the ads themselves are intrusive. Who is right?