Apple will allow iPhone to block the pubs – Les Echos

iOs9 The new operating system will allow developers to create ad blockers on Safari.

Apple n ‘ has not spoken publicly at its developer conference held in San Francisco on Monday. But in a document for manufacturers of applications, the firm Apple says the new version of its operating system for mobile, iOS9, will allow developers to create extensions to block advertising content.

To regain market share against Google and its Android operating system, which equips 80% of smartphones in the world, Apple is the field of the defense of privacy. During a conference organized by the organization EPIC (Electronic Privacy Information Center), Tim Cook said that many high-tech enterprises “ swallowed all they could learn about you and trying to monetize it. We think it’s wrong . ”

Double-Google Play

Google, which, unlike Apple, relies on advertising to finance, is accused of playing a double game. The company pays EYEO GmbH, publisher Adblock Plus, the main ad blocker, to be on a white list of “acceptable ads”. How much? It remains a mystery, but the German techie blogger Sascha Pallenberg evokes $ 25 million.

According PageFair, an anti-adblock system, this sum is not sufficient to recover the total losses caused by ad blockers. For Adblock Plus does not put on the white list “static” advertising, not the dynamic banners or videos. In addition, other types of extensions exist, which themselves do not have this system of white lists – Adblock (not Plus) or uBlock, for example. PageFair estimated, in a study published this week that the whitelist allows Google to “save” 3.5 billion dollars … but Google continues to lose $ 6.6 billion because of adblocks. 10% of its sales.

The use of ad blockers has exploded in recent years, reaching 150 million users. So far, mobile were relatively spared. The wind was spinning: Adblock Plus has launched a mobile extension for the last month. And several mobile operators would also have projects in the pipes to block advertising on their networks, according to the “Financial Times”. A change that worries the media, which are financed through advertising.