Dive Brief:

• Apple’s iOS 9 for mobile will offer Safari extensions to help developers block content such as cookies, images and pop-ups. 
• The blockers may affect mobile ads during in-app activity and searches performed on iPhones and iPads. 
• Blocking could also affect mobile revenues for Google and other ad networks. 

Dive Insight:

Apple’s iOS 9 update includes enhanced blocking tools that could prevent ads from showing up on devices during for mobile search. The blockers head off pop-ups, cookies, and other content on Apple’s Safari search engine and in apps, and users can disable content blockers in each app’s Settings.

Using the blockers could cut into advertising networks’ mobile revenues on iOS devices. Google is particularly vulnerable since it is the default search engine on Apple devices; ad-blocking software cost the search giant an esitimated $1 billion in revenue last year.