Opera Browser Gets Baked-In Ad Blocking – PC Magazine

8 months ago Comments Off on Opera Browser Gets Baked-In Ad Blocking – PC Magazine

Opera wants to help you block ads.

The company today announced that the developer version of its browser now includes native ad-blocking technology; no extensions or plug-ins needed.

Once enabled (via a simple on-off button),the ad-blocking feature can speed website load times by as much as 90 percent, according to Opera, which also said its solution provides a 45 percent faster browsing experience than third-party ad-blockers.

Web users will have to opt-in to the ad-blocking tech. But as you browse, “Opera will detect whether there are ads that can be blocked, and it will suggest enabling the ad-blocking feature. To activate or deactivate ad-blocking for a specific website, simply click the shield icon in the address bar and flip the switch.”

You can also pick and choose which sites deliver ads. “If you disable ad-blocking on a website, the website is added to an exception list, which you can manage from Opera’s settings,” the company said.

You can also see how many ads you’ve blocked on a page and overall, and benchmark speeds with and without ads.

“Advertising fuels the Internet, allowing many services to be free for users. But, as our new research shows, most Web pages today are significantly slowed down by bloated ads and heavy tracking,” Krystian Kolondra, senior vice president and head of Opera for computers, said in a statement. “We don’t accept it—we want the Web to be a better place for us all, as users.”

Adblock Plus took a similar step last year when it introduced the Adblock Browser for Android, which promises to block intrusive ads and save battery life. Asus followed suit in December, announcing plans to bake Adblock Plus into all iterations of its mobile browser this year.

Samsung, meanwhile, added support for ad-blocking technology on its Android browser; the first app to take advantage was Adblock Fast. Promising fewer distractions while surfing the mobile Web, Adblock Fast was promptly removed from, then returned to, the Google Play store last month.

“Growing demand for ad-blocking tools tells us that the current approach to advertising is damaging user’s online experiences,” Opera’s Kolondra said. “It interrupts your Web surfing, slows down your browser, and, at Opera, we want to fix it.”

All the recent talk about ad blockers, meanwhile, really got started when Apple added support for them in iOS 9.

Opera Browser Gets Baked-In Ad Blocking – PC Magazine