Mobile ad blocking: apocalypse or non-event?

Mobile ad blocking has been a hot topic of late, with major players, including internet service providers and browser developers agreeing to allow or include mobile ad blocking capability in their services.  For example, Apple announced that the Safari browser on the recently released iOS 9 will incorporate mobile ad-blocking capability.

So what does this mean to the advertising industry?

Potentially nothing, based on Google's rising market share in the browser space (Chrome), and dependency upon ad revenue.

This article raises a few good points, however, identifying that the way forward may exist in redefining how consumers and brands view their relationship:

"Consumers will find value not only in the free content to which they are granted access by allowing ads, but also from the relevant promotions that those ads are providing.

Brands will find value in engaging with the right consumers, maximizing their ROIs and growing their businesses, not to mention retaining the ability to reach consumers on their most essential and dear devices."

Want to hear more?  Watch this panel of industry experts debate the future of mobile ads.