As part of the WWDC iOS 9 announcement, Apple this week revealed the latest version of its mobile web browser, Safari 9. There are plenty of new additions, but one in particular could cause some headaches for advertisers: 'Content Blocking Safari Extensions'.
According to Apple's developer guidelines, this feature will give browser extensions "a fast and efficient way to block cookies, images, resources, pop-ups, and other content".
This could potentially enable developers to create ad blockers that work in the iOS browser, for the first time since the launch of the iPhone.
Apple hasn't announced whether it will allow these extensions – but by comparison, it's probably worth noting that on OS X, AdBlock already has a version of its software available for Safari's desktop version. Either way, all will become clear when iOS 9 launches in the autumn.