Apple's upcoming smartphone operating system will let users install "ad blockers", which help pages load faster. The move threatens the US$70 billion annual mobile advertising business. According to a report from PageFair and Adobe, ad blockers are catching on quickly and accounting for massive losses in potential ad revenue. Globally, close to 200 million internet users are using ad-blocking software, and that number is expected to keep growing rapidly. The report says the global loss of ad dollars due to such software is an estimated US$21.88 billion and US$10.78 billion in the United States alone.
