Most consumers understand the annoyance of pop-up ads attempting to share what little important screen space you’ve currently got in front of you.

While some consumers are still unaware of the miracle that is ad blocking, corporations like Google who rely on ads for revenue, are freely offering these services as extensions on their browsers. One would think the revenue stream would be affected, yet Apple is launching its ad block option with iOS 9 in the fall. Will this leave profits flat for investors, or does Google have something up their sleeve to defeat the downfall?