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Apple, Google ad blocker moves will shake up the web

On Monday, Apple announced it will start blocking autoplay videos on its Safari web browser and will add a feature that stops ad tracking technology from using a user's web behavior to target ads to them.

The announcement came just days after The Wall Street Journal reported that Google will officially move ahead with its Chrome ad blocker sometime next year, and will block any site which hosts ad units that don't adhere to a set of third-party standards — basically, most sites on the Internet. The FT also reported that Google is creating a feature that will allow publishers to charge users who use ad-blockers on a page-per-view basis.

Why it matters: Safari (10%) and Chrome (51%) make up most of the desktop search market in the U.S., according to comScore, and over 68% of mobile traffic in the U.S., which means that their efforts to curb ads that damage user experience will have a significant impact on the marketplace. These changes will force publishers to develop new advertising techniques.