The ad blocking controversy, explained
In principle, the makers of these browsers could include ad-blocking functionality out of the box — and even enable it by default.Indeed, that's already happened once in the past. Once upon a time, the internet advertising landscape was littered with "pop-up" ads that would automatically spawn a new window when you browsed to a site. That led to the creation of pop-up blockers; eventually, pop-up blocking became a stock feature on most modern web browsers. But desktop browser makers have not chosen to do this to block all ads — so while ad blocking software is popular among some power users, it's a decidedly niche marketplace.
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It also doesn't exist at all on Apple's iPhones and other iOS devices, because you can't use browser extensions on Apple's mobile Safari. Not, that is, until iOS 9, the latest iteration of the operating system, which does allow for selective-content-blocking extensions.
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Interestingly, evidence from past technological shifts suggests that whatever happens with ad blocking technology, it is unlikely to alter the total amount of money spent on advertising.
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A shift away from programmatic display ads in favor of "native" ads.
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Ad blocking software can identify ad networks, and block certain kinds of advertising scripts, but it can't read minds and discern why a given story was published. Consequently, forms of advertising that fit natively into the editorial content stream should be immune to ad blocking.
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Apple News, which launched with iOS 9 right alongside the new mobile ad blocking powers, is another example of a browser-free mode of content consumption. Apple is going to serve ads from inside the News app, and there'll be no blocking there.
http://www.vox.com/2015/9/18/9351759/ad-blocking-controversy
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