Less than a day after the launch of iOS 9, Apple’s latest operating system, content blocking software is at the top of the app charts worldwide.
In the UK two content blockers have hit the top 20 paid apps with Purify at number 11 and Peace at number 12. In the US the take-up has been even starker: Purify is at number 5 in the charts and Peace is the top paid app in the whole country.
The popularity of the apps suggests that mobile adblocking – which has been enabled in Apple’s default Safari browser for users who have upgraded to iOS 9 – could become even more widespread than it is on desktop. A 2014 report suggested that on desktop almost 150 million browsers were using some form of adblocker.
The rise of adblocking has proved concerning for web publishers many of whom rely largely or exclusively on display advertising for revenue. In Germany four major broadcasters have now tried and failed to win in court against Eyeo which makes one of the largest adblockers: AdBlock Plus.
Publishers argue that blocking display ads hurts their business and is unethical because it allows users to view content without paying the implied price of an ad impression.