Thoughts on Blocking Ads in the iOS Mobile App Ecosystem

I recently stumbled upon a conversation about blocking ads within a popular iOS mobile application. This got me thinking about the complexities of ad blocking on mobile devices, especially within the walled garden of Apple's operating system. It's a topic that's constantly evolving, with ad tech and ad-blocking techniques playing a continuous game of cat and mouse.

Let's explore the different strategies, their limitations, and what might be the most effective approaches for users who want an ad-free experience on their iPhones and iPads.

The Challenge of In-App Ad Blocking on iOS

Blocking ads within a specific app on iOS presents unique challenges compared to blocking ads in a mobile browser. Here's a breakdown of the key obstacles:

1. Sandboxed Environment

iOS apps operate in a sandboxed environment, meaning they have limited access to other apps' data or system-wide settings. This restriction makes it difficult for traditional ad-blocking methods, such as browser extensions, to function across the entire device.

2. App Store Restrictions

Apple has strict guidelines for apps in the App Store. Apps that directly interfere with the functionality of other apps or system processes are often rejected. This limits the availability of ad-blocking apps that can directly modify the behavior of other applications.

3. Encrypted Traffic

Many apps use HTTPS to encrypt their network traffic, making it harder to identify and block ad requests. While techniques like man-in-the-middle (MITM) attacks can be used to intercept encrypted traffic, they are complex to implement and raise significant security concerns.

4. Server-Side Ads

Some apps serve ads directly from their own servers, making it impossible to block them using client-side techniques. In these cases, the ad is integrated into the app's content stream, and there's no way to distinguish it from legitimate content.

Potential Ad Blocking Strategies for iOS Apps

Despite the challenges, there are several strategies that users can employ to block ads within iOS apps. These approaches vary in effectiveness and complexity:

1. DNS-Based Ad Blocking

DNS-based ad blocking works by filtering ad requests at the network level. When an app tries to load an ad, the DNS server checks if the ad domain is on a blocklist. If it is, the request is blocked, preventing the ad from loading.

Pros:

• System-wide protection: Blocks ads in all apps and browsers.
• No app installation required: Can be configured directly in iOS settings.
• Low battery consumption: Minimal impact on battery life.

Cons:

• Limited customizability: Blocklists are typically pre-defined and cannot be easily customized.
• May not block all ads: Some ads may be served from non-standard ad domains.
• Doesn't work for server-side ads: Can't block ads served directly from the app's servers.

My Take: DNS-based ad blocking is a good starting point for most users. It's easy to set up and provides a decent level of protection without requiring any technical expertise. Services like NextDNS or AdGuard DNS are good options.

2. VPN-Based Ad Blocking

VPN-based ad blocking works by routing all network traffic through a VPN server that filters out ad requests. This approach can block ads in apps and browsers, but it also has some drawbacks.

Pros:

• System-wide protection: Blocks ads in all apps and browsers.
• Customizable blocklists: Some VPN services allow users to customize their blocklists.
• Can block some server-side ads: May be able to block ads served from non-standard servers.

Cons:

• Higher battery consumption: Routing traffic through a VPN server can drain battery life.
• Privacy concerns: VPN providers have access to your network traffic, raising privacy concerns.
• Performance impact: VPNs can slow down internet speeds.

My Take: VPN-based ad blocking can be effective, but it comes with trade-offs in terms of battery life, privacy, and performance. Choose a reputable VPN provider with a clear privacy policy. AdGuard Pro is a well-known option in this category.

3. Local VPN Apps

Local VPN apps create a virtual VPN on your device to filter traffic without routing it through an external server. These apps can block ads and trackers system-wide.

Pros:

• System-wide protection: Blocks ads in all apps and browsers.
• No external VPN: Traffic stays on your device.
• Customizable blocklists: Many offer highly customizable filters.

Cons:

• Battery usage: Can still impact battery life, though less than full VPNs.
• Potential privacy concerns: The app still has access to your traffic, even if it's local.

My Take: Local VPN apps like Blokada are a strong option, especially on Android. They offer good control without the performance hit of a full VPN, but ensure you trust the app's developer.

4. Content Blocking Apps (Safari Only)

Content blocking apps are designed to block ads and trackers within the Safari browser. These apps use Safari's content blocking API to filter out unwanted content.

Pros:

• Native iOS integration: Optimized for Safari.
• Customizable rules: Allow users to create custom blocking rules.
• Low battery consumption: Minimal impact on battery life.

Cons:

• Only works in Safari: Doesn't block ads in other apps.
• Limited capabilities: Can't block all types of ads.

My Take: Content blocking apps are a good option if you primarily use Safari for browsing. 1Blocker and AdGuard for Safari are popular choices.

5. In-App Purchases (If Available)

Some apps offer an in-app purchase to remove ads. This is often the simplest and most reliable way to get rid of ads within a specific app.

Pros:

• Guaranteed ad removal: Directly supported by the app developer.
• Supports the app developer: Provides revenue to the developer.
• Easy to set up: No technical expertise required.

Cons:

• Cost: Requires a one-time or recurring payment.
• Only applies to one app: Doesn't block ads in other apps.

My Take: If an app you use frequently offers an ad-free option through an in-app purchase, it's worth considering. This is a good way to support the developer and get a better user experience.

6. Jailbreaking (Not Recommended)

Jailbreaking removes the restrictions imposed by Apple on iOS devices. This allows users to install apps and tweaks that are not available in the App Store, including more powerful ad blockers.

Pros:

• Unrestricted access: Allows for more advanced ad blocking techniques.
• Customizable: Users can install custom tweaks and modifications.

Cons:

• Security risks: Jailbreaking can make your device more vulnerable to malware and security threats.
• Instability: Jailbreaking can cause system instability and crashes.
• Warranty void: Jailbreaking voids your device's warranty.
• Not recommended: This is an unsupported and potentially harmful practice.

My Take: I strongly advise against jailbreaking your iOS device. The security risks and potential instability outweigh the benefits of more advanced ad blocking. There are safer and more reliable ways to block ads on iOS.

Optimizing Your Ad Blocking Setup

To maximize the effectiveness of your ad blocking setup, consider the following tips:

1. Use Multiple Layers of Protection

Combine different ad blocking techniques for better coverage. For example, use DNS-based ad blocking for system-wide protection and a content blocking app for Safari.

2. Update Blocklists Regularly

Ad networks are constantly evolving their techniques to bypass ad blockers. Keep your blocklists up to date to ensure that you're blocking the latest ads and trackers.

3. Customize Your Blocklists

If your ad blocker allows it, customize your blocklists to block specific domains or trackers that you find particularly annoying. Many services allow custom lists in the widely-supported hosts file format.

4. Be Mindful of Privacy

Choose ad blockers from reputable developers with clear privacy policies. Avoid ad blockers that collect excessive data or track your browsing activity.

5. Consider App Permissions

Before installing any app, review its permissions to see what data it can access. Be wary of apps that request unnecessary permissions.

When Ad Blocking Breaks Websites/Apps

Sometimes, aggressive ad blocking can interfere with the functionality of websites or apps. Here's what to do if you encounter issues:

1. Disable Ad Blocking Temporarily

Try disabling your ad blocker temporarily to see if it resolves the issue. If it does, then the ad blocker is likely the cause of the problem.

2. Whitelist the Website/App

Most ad blockers allow you to whitelist specific websites or apps. This will disable ad blocking on those sites, allowing them to function properly.

3. Report the Issue

If you encounter a website or app that is broken by ad blocking, report the issue to the ad blocker developer. They may be able to fix the problem in a future update.

Balancing Ad Blocking and Supporting Content Creators

It's important to remember that many websites and apps rely on advertising revenue to support their content. While ad blocking can improve your browsing experience, it can also hurt the creators you enjoy.

Consider these alternatives to support content creators without seeing ads:

1. Subscribe to Premium Services

Many websites and apps offer premium subscriptions that remove ads and provide additional features.

2. Donate to Creators

Support your favorite creators directly through donations or crowdfunding platforms.

3. Use Affiliate Links

When making purchases online, use affiliate links provided by content creators. This will give them a small commission on your purchase without costing you anything extra.

Final Thoughts

Blocking ads within the iOS mobile app ecosystem can be challenging, but it's not impossible. By understanding the different strategies and their limitations, you can choose the approach that works best for you. Remember to balance your desire for an ad-free experience with the need to support content creators. A combination of DNS-level blocking and selective content blocking within Safari can offer a reasonable compromise, reducing intrusive ads while still allowing websites to generate revenue where appropriate. Ultimately, the best approach is one that respects both your privacy and the sustainability of the digital content you consume.