Apple released its iOS 9 software for iPhones and iPads yesterday, with a host of new features. One of the most significant is support for content blockers: third-party apps that block ads and tracking services within the iOS Safari web browser. One of them is Peace, by well-known iOS developer Marco Arment, and his launch blog post is a good primer if you’re wondering what all this content blocking will mean for the kind of tracking used by many music marketers.

“Web advertising and behavioral tracking is out of control. They’re unacceptably creepy, bloated, annoying, and insecure, and they’re getting worse at an alarming pace,” wrote Arment. “Ad and tracker abuse is much worse on mobile: ads are much larger and harder to dismiss, trackers are harder to detect, their Javascript slows down page-loads and burns battery power, and their bloat wastes tons of cellular data.” He believes that iOS 9’s WebKit Content Blocker API “makes iOS ad blockers so trivial to make that there will likely be hundreds, or more, released over the next few months”.

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