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Display ads don’t work. Users don’t click on banners. Full screen pop-ups and takeovers elicit howls of rage as they interrupt our browsing experience. This is especially true with mobile. Our smartphones are an extension of our daily lives and we resent poorly thought-out advertising intruding on our private space.

To fight back users turn to ad blockers. AdBlock, the world’s most popular ad blocking software has been around since 2009. It’s not new so why all the fuss now? In a word – Apple. Its latest software update, iOS 9 includes support for ad blocking apps. No longer will ad blocking be the stuff of geeks, Time Magazine has gone as far as to suggest Apple may have changed the web forever.

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