One of the staples of desktop web browsing may be coming to iOS with a new feature Apple is adding to Safari with a forthcoming update to its mobile operating system.

Safari on iOS 9 will include support for “Content Blocking” extensions that, when installed, will remove content from a web page based on a list created by a developer. According to Apple’s sparse documentation, the functionality can be used to block “cookies, images, resources, pop-ups, and other content.” In theory, that should pave the way for ad blocking browser extensions on the iPhone and iPad that users can employ to remove ads from their experience of the internet.

If that comes to pass, it could mark a big shift in the way advertisers think about mobile traffic, which continues to grow as an overall percentage of total web traffic. iOS devices are valuable targets for ads, and if users are able to block them, that could put advertisers, and hence publishers and website operators, at a significant disadvantage.

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