With over 300 million downloads, AdBlock Plus has become the most downloaded browser extension ever. But with the shift away from desktop browsing, it was only a matter of time before AdBlock Plus had to come up with mobile options. While there has been an Android-compatible option for some time now (even if it is not featured in the Google Play store), the Cologne-based software company finally announced this week that an iPhone app has been in development and will be released this year. While exact details have not been outlined, this is huge news for the digital marketing world and businesses planning on advertising digitally.

Due to the logistics of mobile browsing, the app will probably come in the form of a mobile browser. This means that AdBlock Plus will not only be drawing away precious advertising revenue from Google (last year comprising 89.5% of their total revenue), but will also compete directly with Google’s own Chrome browser application. The impact of AdBlock Plus’ iPhone app on digital advertising is not limited to Google, however. This expansion into the mobile realm will inevitably effect all businesses that advertise digitally.

AdBlock Plus aims to filter out “intrusive” advertising on behalf of the user, so that means businesses advertising digitally will want to think about whether their advertising comes across as intrusive to consumers. Overlays and popups tend to draw the most ire, and will become more difficult to get in front of a viewer in the age of the AdBlock Plus browser. Instead, we predict that the shift to native and integrative advertising will be accelerated. Creative advertising that adds value to the content that consumers are looking for–instead of distracting away from that content– will be what is noticed.

What Sparks Our Fire: Following technology that could change the mobile advertising landscape.