Apple's iOS Safari browser will be implementing an ad-blocking extension starting in September, which could have major consequences for mobile advertisers. Ad-blocking on desktop computers in the US has increased by 48% year over year to reach 45 million active users. It's estimated that in 2016 the cost of lost revenue due to ad-blocking will be $41.4 billion globally. These numbers are indicative of the popularity of ad-blocking, which will soon become widely available on mobile platforms. Successful mobile advertisers are using tactics that benefit consumers without being intrusive or annoying. Tactics like ads in 'freemium' services and ads that are easily-skippable or transparent are potential ways to stymie the growth of ad-blocking.