That’s fair, but typically mainstream technology adopters are more passive when it comes to things like this. The team believes that users should take more control over their data-sharing behavior, in order to understand the value of that data rather than blindly offering it up in exchange for creepily targeted ads. Twitter, however, is not blocked because of its use of end-to-end encryption that makes it impossible to block ad traffic without blocking non-ad traffic. Surprisingly, Been Choice is also capable of blocking ads in Apple’s News app, as well: It also blocks sponsored posts, native ads, and pre-roll videos like those in news apps from CNN or CNBC, for example. In addition, the app blocks ads in Pinterest, Pandora, Yahoo and the New York Times apps, among others. This ability, the company claims, makes Been Choice the first to block ads in Facebook’s native iOS app. For example, companies use deep packet inspection on their managed devices to ensure that sensitive information never leaves internal corporate networks,” explains Yoon. This approach may be more familiar in its corporate form. “While we inspect headers and the body, no user content is stored, and our filtering is done on the fly. It can then remove specific content – like ads – through pattern matching. When the VPN is enabled, traffic is then routed through Been Choice’s servers where it performs deep packet inspection on the content. If you’ve ever had to set up an iPhone to connect to your company’s network, you may be familiar with this process. When it’s enabled for the first time, users will be prompted to install a profile on their device. The more extensive ad blocking is enabled by way of Been Choice’s VPN service. ( Users can enable ad blockers to eliminate ads from Safari during web browsing sessions - a new feature in iOS 9.) One is the typical Safari Content blocker – like Crystal, 1Blocker, Purify, etc. On the technical side, Been Choice offers two different settings related to ad blocking. Those rewards come in the form of cash (via PayPal) for now, but the app promises that Amazon gift cards and the option to donate earnings are planned. That is, users are compensated when they agree to share their behavioral data with advertisers, publishers and app developers. Yoon explains that the motivation behind Been Choice has to do with offering users a choice between ad blocking and sharing data in order to earn rewards. Yoon was involved with marketing and marketing insights at McKinsey, while Shin has worked in technology for two decades, mostly in finance. and have worked together for more than eight years. The oddly named Been Choice application was created by co-founders Dave Yoon and Sang Shin, who met at McKinsey & Co. The app is also concerning because it hides a paid surveys operation under the hood of an app promoting data privacy, which seems like a bad fit. In other words, time will tell whether Apple meant to allow such a thing or whether Been Choice getting the boot from the Apple App Store is only moments away. So while Apple may be catering to consumers’ growing disgust with invasive and disruptive online advertisements by supporting ad-blocking technology in its newly released mobile operating system, iOS 9, it seems that allowing an app like Been Choice to actually block ads in native apps – and in particular, Apple’s own News app – goes against Apple’s own best interests. Obviously, blocking ads in native applications could be disruptive to the primary way a number of mobile application developers make money today. To make this work, Been Choice offers a combination of a content blocker for Safari and a VPN service, the latter which allows it to filter out ad traffic using deep packet inspection. The app claims to block advertisements not only in mobile applications, but also in native mobile apps, including Facebook and even Apple’s own News application. It’s unclear if Apple is setting a precedent, or has only accidentally allowed the approval of a new app, known as Been Choice, into the iTunes App Store.
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