Apple's new version of its Safari web browser, Safari 5 has sent a very clear message to advertisers - use Apple advertising or have your adverts blocked.
Safari 5 includes a new ad blocker called Reader. The feature removes pop-ups, banners and other display advertising on websites.
Whilst Reader is not automated, the ad blocker is easily activated in Safari's menu options. Rival browsers such as Firefox or Chrome require users to install ad blocker add-ons. With such an easily integrated option, advertisers can expect Safari users to block ads using Reader whilst surfing to avoid intrusive advertising.
The only way to guarantee getting around Reader, is to use Apple's own online advertising platform through the App Store. Adverts which are placed through Apple are conveniently ignored by Reader and will appear to browsers as normal, earning Apple a healthy revenue in the process.
If Reader is transferred to Apple's mobile version of Safari for iPad and iPhone then Apple sets to benefit even more. Ads form iAd will not be blocked, and Apple will pocket 40 per cent of the advertising revenue generated to boot. Apple's penetration of the smartphone market with the iPhone could be enough to make mobile marketing through iAds worth the price for advertisers.
Currently, the iPhone is responsible for 58 per cent of smartphone web browsing, and with the introduction of the iPad and the iPhone 4 mobile browsing will surely increase. Safari is the default browser on both Apple devices, which means advertising through iAds will reach a niche but extremely tech-savvy market of consumers.