Fascinating research by The New York Times on Content Blockers and performance gains in iOS 9:

Ad blockers, which Apple first allowed on the iPhone in September, promise to conserve data and make websites load faster. But how much of your mobile data comes from advertising? We measured the mix of advertising and editorial on the mobile home pages of the top 50 news websites – including ours – and found that more than half of all data came from ads and other content filtered by ad blockers. Not all of the news websites were equal.

Don’t miss the charts here. Also, from the related article:

As for me, the test results spurred me to keep Purify enabled on my iPhone. While I’m browsing, the app lets me easily denote a website whose ads I want to allow to be shown, an action known as “whitelisting.”

That means the websites I enjoy visiting that have slimmer ads — like TheGuardian.com, and, ahem, NYTimes.com — will be whitelisted. But sites saddled with ads that belong in digital fat camp will remain blocked for the sake of my data plan.

It’s fascinating to see how many are coming to the same conclusions.