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Hi, this is Chris Dixon. This is the A16C podcast.

I'm here with Benedict Evans.

Let's talk about, so a lot of people I'm talking about ad blocking lately.

iOS 9 allows you to download ad blockers or content blockers, which are mainly ad blockers.

I guess the first question I have is, is this,

there's a lot of talk about it.

Is it actually a big deal?

It's an interesting one.

I think there's several ways you can look at that.

One is obviously the majority of time spent online on a smartphone

actually isn't inside the web browser.

It's inside Facebook and it's inside other apps.

This would also, though, does it affect it when you're in the web browser. It's inside Facebook and it's inside other apps. This would also, though, presumpt, does it affect it when you're in the web view?

So yes and no. If you implement the new, faster, cooler web view, then it's affected. But if you're

actually just looking at stuff actually in your news feed, then obviously it's not. But if you tap

on a link and they implement the web view, then it's affected. A lot of content is viewed that way.

Yeah. So there's that kind of wonky question, well, how much content is this affected by?

Then there's how many people are going to install these things? And right now, you know,

...