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Brief: Apple's Ad-Block-Friendly Update Is A Wake-Up Call To Advertisers

What Apple's Ad-Blocking Enablement Means To Marketers

November 5, 2015

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Why Read This Brief

If you target your consumers through ads on a mobile device, then you need to understand the impact of Apple's recent change in ad-blocking policy with the iOS 9 release. With more than a third of US smartphone owners touting iPhones and a significant number of impressions served in the mobile web environment, you may be tempted to think the sky is falling. But Forrester doesn't think so. But neither do we think this is a fad. Now is the time for marketers to assess the impact of iOS 9 ad blocking on their current mobile strategy, to improve their mobile ad experience, and to stay on the alert for more changes to come.

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