Dive Brief:

• Adblock Plus—a European software company that offers online ad blocking services—has announced its plans to release the first-ever mobile ad blocker for iOS. 
• The ad blocker is likely to come in the form of an ad-free mobile browser that gives users the control over which ads they do or do not want to see. 
• Adblock already has programs that work on Android phones, and the addition of an iOS-compatible browser could create significant competition for Google Chrome. 

Dive Insight:

Products that block ads could cause marketers some worry, but there's little industry professionals can do to combat them. Users, especially on mobile, will have to opt-in to the ad blocker program and utilize the specific browser. Ads could easily still be delivered via apps—a hard place for an ad blocker to regulate.