Ad blocking could be a new feature in iOS 9

Dive Brief:

Ad blocking capabilities could be coming to Apple's new iOS 9 mobile update.
The new API has a "Content Blocking" feature that gives developers' Safari extensions a "fast and efficient" means for blocking images, pop-ups, cookies, resources and other content.
The content blocking tools only apply to Safari, Apple's web browser, and would allow developers to remove ads from publishers' websites or stop advertisers from tracking ads.

Dive Insight:

As the dominate brand in mobile, Apple has real power in amplifying ad blocking if it is to be developed for its browser.

While Apple hasn't gone on record with the motivation for the decision, nor has the company specifically called the new feature an "ad blocker."

Blocking ads in Safari could potentially force brands dependent on web ads to build native apps for iOS rather than rely on tracking devices or Google ads. Google stands to lose the most from the change as it still sits as the default search engine for Safari. If ad blockers gain popularity with iOS 9, Google could lose revenue from mobile users.