Opera released its built-in ad blocker to its developer version of its browser earlier this year, and now the company is launching the feature on its desktop browser and also its mobile browser. This move marks a significant step in enhancing user experience by providing a faster and more streamlined browsing experience.
According to Opera, the new built-in ad blocking feature makes browsing the web even faster than using a third-party ad blocker. This is achieved by integrating the ad-blocking technology directly into the browser’s core, rather than relying on external extensions.
At Opera, we truly care about speed. For more than 20 years, we have always kept pushing ahead for faster and leaner browsers. However, when planning our new features for 2016, we realized that, with no bloated ads, some top websites would load up to 90% faster. This is a serious performance issue that browsers haven’t been able to respond to for a long time.
We decided to change this by bringing, as the first major browser maker, native ad-blocking technology directly to the browser. And, “native” means that the ad blocking happens at the web engine level, making page loads much faster, while consuming much less memory than extension-based ad blockers.
Advantages of Native Ad Blocking
One of the primary advantages of native ad blocking is the significant improvement in page load times. By blocking ads at the web engine level, Opera ensures that the browser consumes less memory and resources, leading to a smoother and faster browsing experience. This is particularly beneficial for users with older hardware or slower internet connections, where every bit of performance enhancement can make a noticeable difference.
Moreover, native ad blocking also enhances privacy and security. Ads are often used as vectors for malware and tracking scripts that can compromise user data. By blocking these ads natively, Opera reduces the risk of users encountering malicious content. This is a crucial feature in an age where online privacy concerns are at an all-time high.
Impact on the Advertising Industry
While the introduction of native ad blocking is a win for users, it poses challenges for the advertising industry. Online ads are a primary revenue source for many websites, and widespread ad blocking can impact their financial stability. However, this also pushes the industry towards more ethical and user-friendly advertising practices. Advertisers may need to focus on creating less intrusive and more relevant ads that users are less likely to block.
Opera’s move could also inspire other browser developers to integrate similar features, leading to a broader shift in how online advertising is approached. This could result in a more balanced ecosystem where user experience and advertising revenue coexist more harmoniously.
You can find out more details about Opera’s ad blocker on the desktop and also their mobile browser at the link below.
Source Opera
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