Adblock Plus (one of the most popular ad-blocking plugins) is debuting its own ad-free browser for the iPhone. The company already has a browser for Android (which was met with mixed reviews) and is hoping to have the iPhone version out as early as next week, depending on when it gets approved by Apple's App Store. To show how it stacks up to Safari, they did a quick test, loading a few websites on the Adblock browser and Safari, and declaring that it "kicks Safari's ass:"

If you're not sold on a separate browser, AdBlock Plus also plans to release a content blocker that will run on Safari in the new iOS using Apple's new content-filtering tools.

And mainstream companies are following suit. This week, Google announced the newest version of Chrome will block Flash-based web ads and Apple revealed the new iOS and Safari (set to launch next month) will also enable users to block certain content, including ads. Even Howard Stern recently discovered the wonders of surfing the web unhindered by ads.

All of this has online publishers understandably worried. A recent report said publishers stand to lose as much as $22 billion in online revenue this year thanks to ad-blocking technology, and that number is likely to rise as more apps and browsers open up the ability to filter out ads.