Putting Mobile Ad Blockers to the Test - The New York Times

Also see The Cost of Mobile Ads on 50 News Websites (NYT) and Here’s how some of the top iOS 9 ad-blockers stack up (Washington Post)

"So is mobile ad blocking worth it? While a 21 percent battery life increase from using Purify or Crystal may seem attractive, keep in mind that this applies only to web browsing, which is just one of many tasks you do on a smartphone. In everyday use, the improvement to overall battery life will be subtle.

But consumers who use ad blockers will enjoy speedier access to web content, not to mention the slimmer data sizes of web pages. That may encourage some publishers to re-evaluate their choices in mobile advertising methods.

If anything, ad blockers increase transparency into the different paths that publishers take when integrating ads into their websites. Some publishers appear to carefully consider how ads affect the performance of your device, while others either do not care or lack the resources to do so."

Putting Mobile Ad Blockers to the Test - The New York Times