Blocking Ads in Mobile Apps on iOS: A Deep Dive

I recently came across a discussion about blocking ads within the iOS app environment, and it got me thinking about the unique challenges involved. While blocking ads in mobile browsers like Safari is relatively straightforward, the app ecosystem presents a different beast altogether.

Let's explore the various approaches one might consider and why some are more effective (or even possible) than others.

The State of In-App Advertising

Before diving into blocking strategies, it's important to understand the landscape of in-app advertising. Unlike web-based ads, which rely heavily on DNS lookups and predictable URLs, in-app ads are often deeply integrated into the application's code. This integration makes them harder to identify and block.

Different Types of In-App Ads

• Banner Ads: These are the most common type, appearing at the top or bottom of the screen.
• Interstitial Ads: Full-screen ads that appear at natural transition points, like between levels in a game.
• Rewarded Video Ads: Users can opt to watch these ads in exchange for in-app rewards.
• Native Ads: Ads designed to blend seamlessly with the app's content, making them harder to distinguish from organic content.

Why In-App Ads Are Difficult to Block

• HTTPS Encryption: Most apps use HTTPS, which encrypts the communication between the app and the ad server, making it difficult to inspect the traffic and identify ad requests.
• Dynamic Ad Servers: Apps often use a variety of ad servers, making it harder to maintain comprehensive blocklists.
• Integrated SDKs: Many apps integrate ad SDKs (Software Development Kits) directly into their code, allowing ads to be served in a way that bypasses traditional blocking methods.
• Anti-Ad Blocking Techniques: Some apps actively detect and circumvent ad blockers, making the process even more challenging.

Potential Ad Blocking Strategies for iOS Apps

Given these challenges, what options are available for blocking ads within iOS apps? Here's a breakdown of the most common approaches:

1. DNS-Based Ad Blocking

• How it works: This method involves changing your device's DNS settings to use a DNS server that filters out known ad domains.
• Effectiveness: DNS-based blocking is generally effective for blocking ads served from well-known ad networks. However, it may not block ads served from less common or custom domains.
• Limitations: DNS blocking relies on maintaining up-to-date blocklists. It also won't block ads that are directly integrated into the app's code or served from the same domain as the app's content.
• My Take: While DNS blocking is a good first step, it's not a comprehensive solution for in-app ads.

2. VPN-Based Ad Blocking

• How it works: VPN-based ad blockers create a virtual private network (VPN) on your device and filter traffic through a server that blocks ads.
• Effectiveness: VPN-based ad blockers can be more effective than DNS-based blocking because they can inspect the content of network traffic and block ads based on more sophisticated criteria.
• Limitations: VPN-based ad blockers can impact battery life and may slow down your internet connection. They also require you to trust the VPN provider with your data.
• My Take: This can be a more complete solution, but comes with trade-offs in performance and privacy.

3. Local VPN Ad Blockers

• How it works: These apps create a local VPN on your device, meaning the traffic is filtered locally without routing it through an external server. They act as a filter between the app and the internet.
• Effectiveness: Similar to VPN-based blockers, but without the privacy concerns of sending data to a third-party server.
• Limitations: Still consume battery life and require granting the app VPN permissions, which some users are hesitant to do.
• My Take: A good balance of effectiveness and privacy compared to full VPN solutions.

4. Content Blocking Apps (Safari Only)

• How it works: These apps use Safari's content blocking API to block ads and other unwanted content in the Safari browser.
• Effectiveness: Highly effective for blocking ads in Safari, but they have no effect on ads within other apps.
• Limitations: Only works in Safari.
• My Take: Irrelevant for in-app ad blocking.

5. System-Wide Ad Blocking Apps (Jailbreak Required)

• How it works: Jailbreaking your iOS device allows you to install apps and tweaks that can modify the system's behavior, including blocking ads system-wide.
• Effectiveness: Can be highly effective, but it's also risky and voids your warranty.
• Limitations: Requires jailbreaking, which is not recommended for most users due to security risks and potential instability.
• My Take: Not a viable option for the vast majority of users.

6. Pi-hole (Network-Wide Blocking)

• How it works: Pi-hole is a network-level ad blocker that runs on a Raspberry Pi or other Linux-based device. It acts as a DNS server for your entire network, blocking ads on all devices connected to it.
• Effectiveness: Effective for blocking ads on all devices on your network, including iOS devices. However, it only works when you're connected to your home Wi-Fi network.
• Limitations: Only works on your home network.
• My Take: A great solution for home users, but not portable.

7. Paid App Subscriptions

• How it works: Many apps offer paid subscriptions that remove ads.
• Effectiveness: 100% effective, but it requires paying for each app individually.
• Limitations: Can be expensive if you use many ad-supported apps.
• My Take: The most ethical and reliable solution, but not always the most cost-effective.

Recommended Solutions

Given the limitations of each approach, what's the best way to block ads within iOS apps?

For Most Users: DNS-Based Ad Blocking + Paid Subscriptions

Start with DNS-based ad blocking to block the majority of ads. Then, consider paying for subscriptions to your most used apps to remove the remaining ads. This approach offers a good balance of effectiveness and cost.

For Power Users: Local VPN Ad Blocker + Pi-hole

Use a local VPN ad blocker for on-the-go protection and a Pi-hole for network-wide blocking at home. This approach provides the most comprehensive ad blocking, but it requires more technical knowledge and setup.

Addressing Specific App Categories

Ad blocking effectiveness can vary depending on the type of app.

Games

Games are often the most aggressive with ads, making them difficult to block completely. Local VPN ad blockers are often the most effective, but they can still miss some ads. Paid subscriptions are often the best solution for ad-free gaming.

Social Media Apps

Social media apps like Facebook and Instagram often serve ads that are integrated into the app's content, making them difficult to block. DNS-based blocking may block some ads, but it's unlikely to block them all. Using the web version of the app in Safari with a content blocker may be more effective.

News Apps

News apps often rely on ads for revenue, so they may be more aggressive with anti-ad blocking techniques. DNS-based blocking and local VPN ad blockers can be effective, but they may not block all ads. Consider subscribing to a premium version of the app for an ad-free experience.

The Future of Ad Blocking on iOS

Apple has historically been protective of its ecosystem, making it difficult for third-party apps to modify system behavior. However, Apple has also shown a commitment to user privacy, so it's possible that they may introduce new features or APIs that make ad blocking easier in the future.

One possibility is that Apple could introduce a system-wide ad blocking feature that allows users to block ads in all apps without requiring a VPN. Another possibility is that Apple could allow developers to create more powerful content blocking apps that can block ads based on more sophisticated criteria.

Is it Ethical to Block Ads?

It's a question worth considering. Many apps rely on ad revenue to stay afloat and provide free content. By blocking ads, you're depriving developers of revenue, which could lead to them shutting down their apps or charging users for access. On the other hand, excessive and intrusive ads can ruin the user experience and even pose security risks.

Ultimately, the decision of whether or not to block ads is a personal one. However, it's important to be aware of the potential consequences of your actions.

One approach is to selectively block ads, allowing ads in apps that you want to support and blocking ads in apps that are overly intrusive. Another approach is to pay for subscriptions to your most used apps to support the developers directly.

Final Thoughts

Blocking ads in mobile apps on iOS is a complex issue with no easy solution. While DNS-based blocking and local VPN ad blockers can be effective, they're not foolproof. Paid subscriptions are often the best solution for an ad-free experience, but they can be expensive.

Ultimately, the best approach depends on your individual needs and preferences. Experiment with different solutions and see what works best for you. And remember to consider the ethical implications of ad blocking before making a decision.

For help setting up these solutions, see our setup guides.