ad blocking ios9

When apple announced the features of iOS9 attention immediately went to how safari will be able to block ads. Joyous response from users and tales of doom from publishers.

I’ve blocked ads for a long long time on the web. My browsers are locked down with ABP and ghostery. Publishers who whine and cry about lost revenue have no sympathy from me, because they only have themselves to blame. Pop-ups, pop-overs, flashing banners, autoplay videos, lightboxes, the list goes on. The system is broken. Everyone is trying to pass the buck. And they wonder why users are so put off by advertising they take a sledgehammer approach and refuse to engage at all.

Here’s an example, a video capture of a user trying to read a NYT article, ironically on reactions to ad blocking in iOS9, and not able to because a huge banner ad at the top of the page refuses to move and refuses to let him scroll down to read the article.

Someone else did a very comprehensive and technical study that shows that video ads and large jpg files were called but not served to the mobile browser. In other words, the publisher was charged for the advertising, the user’s phone data was used and yet nothing happened beyond an enormous delay on pageload. So who is the victim here?

Publishers must know what is going on on their website. I found 3 trackers on my own website, when I don’t even have advertising. I got rid of the sitemeter tracker but the other two—yahoo and doubleclick—come from youtube and flickr links so I can’t get rid of them. For my readers, please install Ghostery to block these trackers.

Because trackers are the worst offenders. As Ben Brooks pointed out in his meticulous series on mobile adblocking,

While advertising is visually ugly, it is rather harmless. Trackers on the other hand are invisible and are privacy nightmares.

His analogy for trackers throw all those whining of publishers and advertisers out of the window,

I’ll look at a shitty, innocent, picture of a product on your site, but in no universe does me reading your story give you the right to follow me around for the rest of the day.

Put another way: just because I showed up for your free book reading, doesn’t mean you get to come to dinner with me to tell me more about your awesome book. I came, I saw your book, it sucked, I left, our interaction is over.

As soon as iOS9 was available, ad blocker apps came online. I was too late to download Peace so I’ve been looking at Crystal and Purify. The problem is that none of the blockers work all the time, and news is emerging that crystal is allowing in advertisers who paid a whitelist fee. This is simply not acceptable. There are other options and perhaps 1Blocker is worth considering.


In the absence of anything better, I’ve now switched to ABP browser instead of safari. Sledgehammer approach? Absolutely. Until and unless publishers and advertisers start listening to users and consumers, I have no choice if I want to protect my browsing experience.