Ad blocking in Apple’s iOS 9 highlights rift over ads with app publishers

Apple has warned developers that, in the name of privacy and user preference, it is adding ad-blocking capability in its upcoming release of iOS 9 software, which is expected to arrive with new iPhones as early as Sept. 9. And that’s creating some tension with Google, mobile marketing companies, and publishers alike.

If iOS 9 and the ad blockers are widely adopted, it could mean significant disruption to the $70 billion mobile marketing business. More ad blocking means that many users simply won’t see as many ads in their games or apps. Publishers, ad networks, and marketing tech companies will get less revenue. Mobile game companies don’t need to panic now, but they’d better pay attention.