Microsoft has revealed at its Build 2016 Developer conference that its new Edge Browser will come with ad blocking built in.
The company will bring ad blocking to its Edge Browser in the next release and as well as being built in, it will also support third party extensions.
Ad Blocking: A Growing Trend
Microsoft is following other companies like Opera who are building in an ad blocker to the latest developer version of their web browser. This move by Microsoft is part of a larger trend in the tech industry where ad blocking is becoming a standard feature rather than an optional add-on. Ad blockers are becoming more and more popular, which could end up putting smaller publishers like ourselves out of business.
The rise of ad blockers has been driven by user demand for a cleaner, faster, and more private browsing experience. Ads can often slow down web pages, consume data, and sometimes even pose security risks. By integrating ad blockers directly into their browsers, companies like Microsoft and Opera are responding to these user concerns.
Impact on Publishers and Advertisers
While ad blockers provide a better user experience, they also pose significant challenges for online publishers and advertisers. Many websites, including news outlets and blogs, rely heavily on ad revenue to sustain their operations. The widespread use of ad blockers can lead to a substantial decrease in revenue, which could end up putting smaller publishers like ourselves out of business.
To mitigate this impact, some publishers have started to implement strategies such as asking users to whitelist their sites or offering ad-free subscription models. Others are exploring alternative revenue streams like sponsored content and affiliate marketing. However, these solutions are not always sufficient to make up for the lost ad revenue.
We recently had the addition of ad blockers to Apple’s iPhone and iPad with the release of iOS 9 and other mobile manufacturers like Samsung have also offered similar features. The inclusion of ad blockers in mobile devices is particularly significant because mobile browsing now accounts for a large portion of internet traffic. As more users turn to mobile devices for their browsing needs, the demand for ad blockers on these platforms is likely to continue growing.
As yet there are no details on when the next version of Microsoft’s new browser will be released, as soon as we get some more information, we will let you guys know. The integration of ad blocking in Edge is expected to be a key selling point for the browser, potentially attracting users who are looking for a more streamlined and secure browsing experience.
The inclusion of ad blocking in Microsoft’s Edge Browser is a reflection of the changing landscape of online advertising and user preferences. While it offers clear benefits for users, it also presents challenges for publishers and advertisers who must adapt to this new reality. As the industry continues to evolve, it will be interesting to see how different stakeholders navigate these changes and what new solutions emerge to balance the needs of users and content creators.
Source TNW
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