Adblock may be claiming “first!” with its new browser, but it won’t be alone for long. Apple’s iOS 9 includes the option for content blocking extensions. It has the potential to significantly speed up browsing, though of course there’s a lot of concern among publishers whose revenue streams are based on ads.
You can grab the app now from Google Play and the App Store. The Android version was already available as a beta, but only after earning its way back into Google’s good graces—it was kicked out of the store for “interfering with other services.”
Why this matters: There’s been a lot of concern about how content blocking will change the ability for publishers to earn revenue from their websites. While ads are annoying, they’re often the primary way that websites make money. It’s worth watching to see how Apple’s foray into content blocking changes the nature of online advertising and whether other browser makers embrace such a strategy.