Web advertisers have already experienced the difficulties these programs imposed on the industry. When it comes to mobile advertising, this hasn't been a major concern because, according to Lara O'Heilly in a Business Insider article, mobile ad blocking apps could only block ads on mobile browsers and not in applications. Also according to the October 15 article, the new Been Choice app claims to be able to block in-app ads as well. Using a different technique, via VPN (Virtual Private Network), it can filter advertising traffic. The app has been approved by Apple for display on the App Store, although Apple's interest in this approval is still unclear. Meanwhile, Google removed other ad blockers that developed similar techniques. Other experts like Pieter Mees Zentrick, in an article in Venture Beat, say that the publisher still has a counterattack against ad blockers. It states that the software, in order to block ads, recognizes the URL and the content beyond it, but if publishers encrypt their URLs, then there will be no way to differentiate the content from