This is first time a major mobile operating system has allowed ad-blocking. Software developers were on the spot with new apps snatching three of the top four App Store spots within 24 hours: names like Purify, 1Blocker, Crystal, and Peace.
Such an arrangement may be the best way to preserve independent media on the open web. Users would be able to protect themselves from abusive adware without freeloading. And web publishers who see their traffic drop might decide it's time to change their ways.
What does the flow of attention across social platforms and news article look like when it is actually happening? That's what WPP's advertising clients may get to find out, thanks to the ad holding group's new partnership with BuzzFeed.