The latest Opera update comes with a built-in ad-blocking technology. It’s the first major browser to do it. The company said that the inclusion of this technology will make browsing 40 percent faster than when you use a third-party ad-blocking extension.
The ad-blocking technology will filter out ads before reaching the web browser. This technology is something that extensions cannot do.
In the announcement, Opera stated:
Opera for computers is launching an integrated ad-blocking feature in its newest developer version, out today – the first major PC browser to do so. Once enabled, the ad-blocking feature speeds up webpage load times by as much as 90%, compared to browsing with the option disabled.
Fuels the Internet
The company admitted that advertising is what fuels the Internet. It keeps most of the services free for users. However, Opera claimed that most of the web pages today have been slowed down because of the bloated ads, based on several studies.
In recent years, the increasing number of online ads has become one of the major annoyances of web browsing, driving more and more people to use ad-blocking software. The number of individuals using ad-blocking tools grew by 41% worldwide and by 48% in the United States between Q2 2014 and Q2 2015, with 98% of those users being on PCs.
According to Kristin Kolondra, SVP of Engineering and Head of Opera:
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.
The recent update is only applicable to the developer version of the browser. However, it’s highly likely that it will be included in the main browser. By default, the ad-blocking technology is deactivated. Then again, it can still scan web pages to find bloated ads and trackers. Users will be notified if they want to enable the ad-blocking feature to improve loading time.
On the other hand, Opera said that the data from its system would help publishers and websites owners in removing ads that cause people to enable its ad-blocking feature.
The Ad-Blocking Software
This program has been around for years. Recently, there’s an increasing number of providers and software companies that are joining the trend. It’s not surprising since consumers want to read content without distraction.
Most audiences who enable ad-blocking technology don’t necessarily oppose to advertising. Rather, they don’t like it because of its distracting nature. Banner ads, for example, are messy and distracting.
Some of them feel that these ads are dishonest to the agreement that the publishers would give them a friendly content. When they click on X, they expect to receive an X. But they don’t. Instead, they’re taken to A, B, C and D.
Thus, providers of ad-blocking technologies recommend publishers to pivot their advertising strategies. Instead of being disruptive, the ad should mimic the feel of the content and its platform.
What do you think of this news? If you’re a publisher, should you be worried about the growing popularity of the ad-blocking technology?