Skip to navigationSkip to contentHelp using this website - Accessibility stateme

nt
MY NEWS
MY CLIPPINGS
MY COMMENTS
MY BENEFITS
TODAY'S PAPER SUBSCRIBE LOG IN REGISTER If you have trouble accessing our login
form below, you can go to our
LOGIN PAGE
.If you have trouble accessing our login form below, you can go to our
LOGIN PAGE
.
2:46PM Wednesday Sep 16, 2015 29608 online nowDo you know more about a story?con
tact us Real EstateCarsJobsDatingNewslettersFairfax Media NetworkMore
The Sydney Morning Herald
Digital Life
Latest news
Wearables
Cameras
Mobiles
Computers
Apps
Consumer Security
Games
Tablets
Blog
Social Radar
Other Tech
IT Pro
You are here: Home Digital Life Digital Life News
Search smh:
Search here...
Search in:
Digital Life
Search
New iPhone, iPad iOS 9 software to speed up mobile web with ability to block ads
Date
September 16, 2015 - 2:01PM
527 reading nowComments 1Read later
Leila Abboud and Harro Ten Wolde
Tweet
Pin Itsubmit to redditEmail articlePrint
Strong sales start for new iPhones
Apple says sales of its new iPhones are on pace to beat the 10 million units it
sold during the first weekend of sales last year.
Autoplay ONOFFVideo feedbackVideo settingsVideo will begin in 5 seconds.
Don't play
Play now
Apple's move to make ad-blocking software available on the iPhone is a double-ba
rrelled effort to boost the health of the so-called app economy, while undermini
ng arch rival Google Inc, which dominates the $US120 billion ($A168b) online adv
ertising market.
The new version of the iPhone operating system, to be released Wednesday afterno
on, will for the first time allow customers to download third-party software tha
t strips out marketing messages such as banner and video ads when people surf th
e web via the Safari browser.
Surfing the web with fewer ads will also mean people will consume fewer megabyte

s of their mobile data plans.

A slew of ad-blocking apps for iPhones are expected to launch this week. But App
le's new approach will not affect advertising inside applications such as Facebo
ok, casual games like those from Supercell or King, or even Apple's own apps.

Advertisement

Bloomberg with and without ads. Photo: thenextweb.com's Owen Williams

Apple is in effect nudging big brands to shift spending to apps, rather than tra
ditional online ads where Google leads.
Ad-blocking software has been growing rapidly on desktop computers, led by early
adopters among tech-savvy young people, but until now was rare on mobiles.
Some 200 million people used ad blockers last year, up 40 per cent from a year e
arlier, resulting in $US22 billion ($30b) in lost advertising revenue, according
to a study by Adobe and PageFair, an anti ad-blocking tech company.
Although only about 5 per cent of internet users globally use the tools, they ar
e especially popular in Europe. In Germany and Poland, for instance, the figure
is above 30 per cent.
Broad adoption of ad-blocking would bring a new set of headaches for online publ
ishers, many of whom are already struggling with plummeting ad prices.
Shared revenue
In a nod to publishers' concerns, Apple will also on Thursday launch a new app,
called News, which will allow media companies to bypass blockers to serve their
own ads or let Apple sell ads and share the revenue.
Google, too, could take a hit from Apple's making ad-blocking mainstream, if its
own search advertising, as well as the banner ads it manages for publishers thr
ough its DoubleClick unit, were regularly blocked by a significant portion of we
b surfers.
Apple has not publicly explained why it decided to allow ad blockers on its mobi
le phones, but chief executive Tim Cook gave a hint in June when he criticised i
nternet companies for violating people's privacy to boost ad revenue.
Ad-free? Apple will soon allow ad-blockers on its iPhones and iPads.
Ad-free? Apple will soon allow ad-blockers on its iPhones and iPads. Photo: Gett
y Images
"They're gobbling up everything they can learn about you and trying to monetise
it," Cook said in a speech. "We think that's wrong. And it's not the kind of com
pany that Apple wants to be."
Ad-blocking tools should help web pages load much faster on mobiles, as they str
ip out so-called scripts and trackers that are used to serve up the ads. Some ea
rly pilots have shown media outlets like Vice and the New York Times loading twi
ce as fast.
Surfing the web with fewer ads will also mean people will consume fewer megabyte
s of their mobile data plans.

"Ultimately Apple wants there to be a better consumer experience on mobile and l

ots of ads on smartphones are really intrusive," said Danielle Levitas of resear
ch firm App Annie.
"And there is an added benefit that this move will hurt their competitors more t
han them."
Arms race
Media companies are groping for answers, sparking an arms race between ad-blocki
ng companies and anti-ad blocking companies such as PageFair and Sourcepoint tha
t try to disarm the systems for website owners.
Some like US broadcaster NBC will not allow people using ad blockers to watch vi
deos on their sites, while newspapers the Guardian and the Washington Post are p
rodding people using ad blockers to sign up for subscriptions.
Craig Federighi, Apple senior vice president of software engineering, speaks abo
ut iOS 9 during Apple's Worldwide Developer Conference in June.
Craig Federighi, Apple senior vice president of software engineering, speaks abo
ut iOS 9 during Apple's Worldwide Developer Conference in June. Photo: Getty Ima
ges
Apple's new policy could also force publishers who don't already have them to de
velop dedicated iPhone apps, rather than relying on mobile-friendly websites.
German broadcasters ProSieben and RTL and newspaper publisher Axel Springer have
filed lawsuits against Eyeo, the German company that makes Adblock Plus, the mo
st popular adblocker for desktops. They have lost two early court cases, althoug
h appeals are pending.
Apple's move will open a new front in the fight. Eyeo put its free iOS and Andro
id apps on the market last week, and others include 1Blocker, Blockr and Crystal
.
A spokesman for ProSieben declined comment on Apple's move but said the TV compa
ny was "looking into several technical alternatives to bypass AdBlocker software
".
Roi Carthy, chief marketing officer for Shine, an Israeli start-up that sells ad
-blocking technology to telecom carriers, said that over time Apple could even t
ry to play an enforcement role by setting standards for advertising in apps.
"Since Apple controls what appears in the App Store, it could try to push develo
pers to clean up the ad formats, to make them lighter or smaller," Carthy said.
"But Apple will not cripple ads in apps - they have an interest in maintaining t
he ecosystem where the bread and butter is monetisation via third-party ad platf
orms."
Reuters

Recommended
The most embarrassing masturbation stories
The most embarrassing masturbation stories
Life & Style
iPhone 6S launch: Apple prepares for life after the iPhone

iPhone 6S launch: Apple prepares for life after the

Digital Life
Ten worst office dress offences
Ten worst office dress offences
My Small Biz
Promoted Stories
How to silence an abusive neighbour
How to silence an abusive neighbour
News external site
A must read article before you take the Windows 10 Plunge!
A must read article before you take the Windows 10
Tech Advice external site
Top 5 Mobile Phones in Australia Now
Top 5 Mobile Phones in Australia Now
Moneyhound external site
5 Types Of Guys Every Girl Has Swiped Right On Tinder
5 Types Of Guys Every Girl Has Swiped Right On Tinder
stylerange external site
New Grammar App Can Help You Succeed at Work
New Grammar App Can Help You Succeed at Work
Grammarly external site
Recommended by
Swedish teen Agnes Hedengard shows bum deemed 'too big' for modelling
Swedish teen Agnes Hedengard shows bum deemed 'too big
Essential Kids external site
This stunning photo series proves redheads aren't always white
This stunning photo series proves redheads aren't
Daily Life external site
1 comment so far
If this gets the web to clean up the ads and use less data then it's a win for e
veryone. Some of the ads are just data vampires and really really badly designed
, intrusive and annoying. I really don't mind if the ads are generally pretty we
ll designed and targeted like on smh but some of the big full screen ads are a b
it too much and use a lot of data and memory meaning more refreshes etc if chang
ing tabs. The other thing I hate they may be cleaned up is closing ads without c
licking on them. So many are designed to make you accidentally click through no
doubt to increase revenue but it's a false click through so it's not in the adve
rtisers interests anyway. Plus it annoys users to no end.
CommenterCity_side Date and time September 16, 2015, 1:20PM Reply
Login to Comment New user? Sign up
Tweet
Pin Itsubmit to redditEmail articlePrint
Advertisement
Related Coverage
null Strong sales start for new iPhones Watch later
Most popular
1 The Apple iPhone has been a game-changer for Apple. iPhone 6s launch: Apple fu
dges all-important ... Contains: total comments15 Read later
2 Mark Scott. 'Burning platform': ABC's Mark Scott says heat is ... Contains: Re
ad later
3 "People have asked about the dislike button for many years," Zuckerberg said.
"We've finally heard you and we're working on this." Dislike? Facebook working o
n buttons other than ... Contains: Read later
4 Screenshot of the main page of www.ashleymadison.com
Ashley Madison is currently the largest dating website. Ashley Madison hack: top
100 passwords revealed ... Contains: Read later
5 A screengrab from the dancing baby video. YouTube 'dancing baby' copyright rul
ing makes it ... Contains: total comments6 Read later
HUFFPOST AUSTRALIA

headlineBook A Hotel Room, Beauty Treatment And Dinner Reservation Like A Real M
illiennial, With An App
HuffPost Australia external site
headlineThumbs Down: Facebook Tests 'Dislike' Button
HuffPost Australia external site
Follow Us
Apple's hybrid offering is a giant iPad with an optional stylus and keyboard, r
ather than a Mac tablet.
The convertible computing space is too big for even Apple ...
Posted in: Gadgets-On-The-Go
Date: Sep 11, 2015, 12:27PMComments
Prev
Pause/Play
Next
Featured advertisers
Compare & SaveDealsComparePopular
iPhone 6 - Search plansiPhone 6 - Search plans Compare plans from carriers for i
Phone 6 - Hundreds to compare 6 of 6WhistleOut - How to Buy Happy
Advertisement
Money
Mozo 2014
Trim thousands off your home loan
Smh.com.au
Compare All Saving Accounts
Compare All Credit Cards
Compare All Home Loans
Motoring
Mission E
2015 Frankfurt motor show full coverage
Drive.com.au
Holden shutdown irreversible: GM boss
Over 500 car reviews a year
Cars for sale on Drive.com.au
Executive Style
Mojo Bar.
Ten of Australia's most bizarre bars
Watoday.com.au
The ultimate mens style guide
Fashion trends and collections
Management secrets from the boardroom
Huff Post
jaffles
5 Ways To Jazz Up Your Jaffle
Smh.com.au
Australians Love Coffee. We Have Proof
Malcolm Turnbull's Public Transport Tips
Joe Hockey Can't Say 'Tampon'
Find A Babysitter
fab-bts-reading
Get before and after school care organised now
Findababysitter.com.au
Perth Child Care
Fremantle Child Care
Bunbury Child Care
Compare and Save
Skip to:
Best Deals
Mobile

Broadband
Home Loans
Credit Cards
Low Rate Cards
Rewards Cards
Savings Accts
Money Deals
Loans
Check out today's best deals
UBank Low Rate Loan
Low variable rate + no upfront or monthly fees
More Info
40,000 Bonus Points
Plus 0% p.a. on balance transfers for 15 months
Check it Out
Earn Velocity Points
Earn up to 100,000 Velocity Points, limited time only!
Find Out More
Best Phone Plans
GUIDE Our Top 5 picks of mobile plans
Phone Plans
On Optus Network
Deals from big and small carriers including Optus
Phone Plans
Readers' most viewed
Most viewed articles on Brisbane Times
Top 5 Digital Life articles
Telstra announces super-fast mobile broadband world first
New iPhone, iPad iOS 9 software to speed up mobile web with ability to block ads
iPhone 6s launch: Apple fudges all-important first weekend sales report
Don't expect an NBN backflip under Prime Minister Turnbull
A Samsung foldable smartphone could launch next year, say reports
Most viewed articles on WA Today
Top 5 Digital Life articles
Telstra announces super-fast mobile broadband world first
New iPhone, iPad iOS 9 software to speed up mobile web with ability to block ads
Don't expect an NBN backflip under Prime Minister Turnbull
A Samsung foldable smartphone could launch next year, say reports
YouTube 'dancing baby' copyright ruling makes it tougher for music, movie indust
ries to take down web postings
Most viewed articles on The Age
Top 5 Digital Life articles
Telstra announces super-fast mobile broadband world first
New iPhone, iPad iOS 9 software to speed up mobile web with ability to block ads
iPhone 6s launch: Apple fudges all-important first weekend sales report
Don't expect an NBN backflip under Prime Minister Turnbull
Dislike? Facebook working on buttons other than 'like', Mark Zuckerberg says
Most viewed articles on Canberra Times
Top 5 Digital Life articles
Telstra announces super-fast mobile broadband world first
New iPhone, iPad iOS 9 software to speed up mobile web with ability to block ads
'Burning platform': ABC's Mark Scott says heat is on for Australian TV
iPhone 6s launch: Apple fudges all-important first weekend sales report

A Samsung foldable smartphone could launch next year, say reports

Most viewed articles on The Sydney Morning Herald
Top 5 Digital Life articles
Telstra announces super-fast mobile broadband world first
New iPhone, iPad iOS 9 software to speed up mobile web with ability to block ads
'Burning platform': ABC's Mark Scott says heat is on for Australian TV
iPhone 6s launch: Apple fudges all-important first weekend sales report
Dislike? Facebook working on buttons other than 'like', Mark Zuckerberg says
SMH Home NSW Politics World National Environment Business Digital Life Entertain
ment Life & Style Travel Cars Exec Style Sport Weather
Sydney Morning Herald
Sitemap
About Us
Contact Us
Support
Advertise with Us
AM Today
Last 8 days
Text Version
Site Accessibility Guide
Connect
Mobile Site
SMH for iPad
Digital Edition
RSS
Facebook
Twitter
LinkedIn
Products & Services
Subscribe
Manage My Subscription
My Benefits
Good Food Guide
SMH Shop
Newsletters
Cracka Wines
Classifieds
Place an Ad
Accommodation
Cars
Dating
Jobs
Property Price Data
Real Estate
Buy and Sell
Tributes
Celebrations
Special Reports
Fairfax Media
Member Centre
Conditions of Use
Privacy Policy
News Store Archive
Photo Sales
Purchase Front Pages
Fairfax Syndication
Fairfax Events
Fairfax Careers
Press Council

Feedback Form
Fairfax MediaOur Sites The Sydney Morning Herald The Age MyCareer Domain Drive R
SVP Essential Baby InvestSMART APM Stayz Weatherzone TheVine Our Partners Buy &
Sell Cruises Lawyers Credit Cards Business Mechanics Electricians Fitness Hair S
alons Weddings Home Builder Cracker
Copyright 2015 Fairfax Media

Read more: http://www.smh.com.au/digital-life/digital-life-news/new-iphone-ipadios-9-software-to-speed-up-mobile-web-with-ability-to-block-ads-20150916-gjntov.

html#ixzz3lsFRRBcX
Follow us: @smh on Twitter | sydneymorningherald on Facebook