What Happened
Eyeo, the creator behind popular ad-blocking extension Adblock Plus, has launched its own mobile browser apps for both iOS and Android devices, beating Apple at releasing content blocking tools with the upcoming iOS 9. Adblock Plus’ browser is free, and built on top of an extensible iOS browser called Kitt, which suggests that it is unlikely to be as efficient as Apple’s upcoming tools.
What Brands Should Do
Regardless of its efficiency and the fact that not many mobile users would actively seek out third-party browsers, this new browser from Adblock Plus continues the ascent of ad-blockers and the resulting debate among ad industry and online publishers. We details several ways that brands and media owners can do to minimize its impact in one of our most recent Fast Forward analysis, including adapting with native advertising and partnering with data owners that don’t rely on ad network tracking.
Source: The Next Web
