Brands and publishers need to "be thoughtful" with ads on the mobile Web, or else face mutiny from smartphone users installing ad-blockers en masse. That’s according to Dean Murphy, the British
developer behind one of the first ad blockers for Apple’s upcoming iOS 9 operating system. Murphy is building Crystal, an add-on for the mobile version of Safari that will arrive with the
latest iPhone software update. One new feature of iOS 9 is the arrival of ‘Content Blocking Safari Extensions’.
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