![]() For those situations, users can choose to disable the pop-up blockers in Safari for iOS easily, and it’s just as easy to toggle the feature back on again too. Some publishers appear to carefully consider how ads affect the performance of your device, while others either do not care or lack the resources to do so.Most iPhone and iPad users will want to enable the pop-up blocker in Safari for iOS in order to prevent annoying popups and nuisances, but sometimes the built-in Safari pop-up blocker is overly aggressive and wrongfully blocks a popup on a site where pop-up usage is required for the site to work as intended. If anything, ad blockers increase transparency into the different paths that publishers take when integrating ads into their websites. That may encourage some publishers to re-evaluate their choices in mobile advertising methods. In everyday use, the improvement to overall battery life will be subtle.īut consumers who use ad blockers will enjoy speedier access to web content, not to mention the slimmer data sizes of web pages. So is mobile ad blocking worth it? While a 21 percent battery life increase from using Purify or Crystal may seem attractive, keep in mind that this applies only to web browsing, which is just one of many tasks you do on a smartphone. Murphy said he included a tool for users to report other sites that were not loading correctly. ![]() Crystal has since fixed those sites to load properly, and Mr. A recent analysis by Fortune found that the Crystal app caused websites for retailers like Sears, Walmart and Lululemon to load with pieces of content missing or with broken online shopping carts. With Crystal on, it also took four hours to deplete the battery, while the 1Blocker app took 3 hours and 42 minutes.Īd blockers can have some technical downsides, such as causing websites to load erratically. Running our battery-test app on an iPhone 6s over a Wi-Fi network, it took four hours to completely drain a fully charged battery with Purify enabled, about 42 minutes longer than when the same test was run with ad blockers disabled. The battery life of the iPhones we put to the test also improved with ad blocking, though not as significantly as the load times and page sizes. So the websites with bloated ads not only take longer to load, but they can pad data consumption and phone bills. ![]() Some carriers, like AT&T and Verizon, charge fees if you surpass your data allotment. Ads are choked off inside the browser when you load mobile websites, but the blockers do not stop ads from appearing in apps.īeyond loading times, web page sizes matter because most of the latest smartphone plans have data limits. Using the blockers is easy: You download one of the programs from the App Store and then set your Safari web browser to enable the blocking. While such technology has existed for years - it has long been available on PC browsers - ad blockers are new for iPhones and iPads. ![]() We will get to the results in a minute, after a quick primer on the ethical debate surrounding ad blocking. Over the course of four days, we used several ad-blocking apps on our iPhones and measured how much the programs cut down on web page data sizes and improved loading times, and also how much they increased the smartphone’s battery life. To help answer the question, we decided to put multiple ad blockers to the test. To block ads or not to block ads on your mobile device? That’s the philosophical dilemma facing consumers since Apple added support for ad blockers to its iPhone operating system a couple of weeks ago.
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