Apple announced earlier that its new iOS lets users block ads on mobile devices, posing a challenge to publishers. Even though iOS has only about 14% market share in the smartphone market, compared to Android’s 83%, Apple’s business maneuvers have always set new trends that were later replicated by the industry as a whole. Apple’s move comes at a time when mobile ad spend across the globe is on a firm growth trajectory. Will Apple’s move pause the mobile ad growth? The Jury is out.

With inputs from Anurag Anwariya, Senior Research Analyst – Marketing Services