Ad-blocking becomes an integrated feature in the next Opera browser version.
Opera announced today a new browser version with built-in ad-blocking technology. The company claims that the ad-blocking feature speeds up webpage load times by as much as 90%, compared to browsing with the option disabled. Opera also says that their ad-blocking solution is 40% faster than ad-blocking browser add-ons.
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“Advertising fuels the internet, allowing for many services to be free for users. But, as our new research shows, most webpages today are significantly slowed down by bloated ads and heavy tracking. We don’t accept it - we want the web to be a better place for us all, as users,” says Krystian Kolondra, SVP of Engineering and Head of Opera for computers.
The new Opera browser offers a simple on-off button for the ad-blocking feature. In addition the ad-blocking feature comes with a benchmark, so users, web developers and publishers can see how much ads and tracking software affect page-loading times. Users can also monitor their browsing by the day, week and total number of blocked ads.
“Growing demand for ad-blocking tools tells us that the current approach to advertising is damaging user’s online experiences. It interrupts your web-surfing, slows down your browser, and, at Opera, we want to fix it," Kolondra continues.
As a publisher I agree with how Opera argues to enter the ad-blocking game. The problem is to find a revenue model that works. Advertising revenue is the corner stone to make money in online publishing. The ad networks have to gone over board with tracking, real-time bidding, video and other overhead that is not optimized. The number of calls that happen before an ad is even displayed is ridiculous.
The proliferation of Ad-blocking might eventually force the advertising industry to change. On the other hand Ad-blockers have found their revenue model that is not helpful to the cause. Ad networks can buy their way in and get ads displayed even if the user has ad-blocking switched on.
The new Opera browser is available as developer version for download now. This version is not a release version and is updated frequently.
The ad-blocking button is inside the address bar on the right. Once enabled the feature records statistics. Clicking on the enabled blue ad-blocking button shows a popup with the information and a link to speed test the current web page with and without ads. Watch below the introduction video to the new Ad-blocking Opera browser.
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