While Google is taking steps to improve the user experience on mobile ads, Apple is taking steps to prevent those ‘moments’ from happening at all.
A report confirmed that during the 2015 WWDC, the newest version of Safari for iOS 9 will enable extensions, and most notably, the ability for an Apple made extension to block ads on Safari.
The new Safari release brings Content Blocking Safari Extensions to iOS. Content Blocking gives your extensions a fast and efficient way to block cookies, images, resources, pop-ups, and other content.
While Ad-Blocking is nothing new, users often skip browser extensions. However mobile users frequently browse the most installed Apps.
If a popular Ad-blocking extension made it to the charts of “most downloaded Apps”, it is more than likely to remain there.
Why is Apple doing this?
Apple provides a premium experience whilst browsing the internet on a mobile device. Intrusive ads hinder that experience by potentially increasing load times, making websites difficult to navigate and ultimately making the user frustrated.
This also comes back to Apple controlling how Ads are displayed on their devices. Adblocking on iOS may block intrusive ads, or even potentially Google Ads, but it allows Apple’s advertising platform, iAd to play a greater role.
What impact is this going to have?
The impact is dependent on the type of user. Generally users will skip websites that are difficult to browse on mobile rather than finding a solution to keep reading the website.
This move by Apple is about regulating the user experience across all mobile devices. In the short term, don’t expect a big shift towards mobile extensions, but this is the first step to control what type of Ads are displayed where.