Opera has set out to upset the waters of ad blocking with the next build that is being prepared. Ad blocking is a highly debatable issue that in the end falls down to the users’ choice, whether he can withstand the grievance that ads frequently create in order to ‘do the right thing’ for the websites they visit or not. While it seems that people tend to get more fired up when it comes to ad blocking on mobile, on desktop this is a years’ long story.
While the browsers maintain their hands clean and completely out of this debate, there has been a handful of plugins being developed by various parties that handle the ‘dirty work’ themselves. That not only removes the pain of having your browsing interrupted by various unrelated ads but only increases the loading time of pages considerably.
There is one browser out there that aims to achieve this very same effect without the use of third-party software ad blocker plugins. Not only that it uses a built-in ad blocker, but it is also advertised that this new browser can decrease loading times by as much as 90 percent. And in comparison to other browsers that use an ad blocker, it is said that it’s still nearly 40 percent faster.
The browser in question is the new Opera. This may come as a slightly surprise to some as Opera itself probably knows the role ads play when it comes to web pages very well. However, Krystian Kolondra – Senior Vice President of Engineering and Head of Opera for computers – argues their decision to make a browser that downright blocks ads from the very start.
Kolondra believes that while advertising is how the internet maintains itself free to some degree, at this point there is a large amount of things being overdone. Ads tend to be bloated, there is a lot of tracking involved behind very small programs and processes that you can’t see, and it all builds up to a very slow browsing experience.
Hence, the built-in ad blocker that Opera is putting in its latest browser. The build that introduces this is not yet available to the public, and only in a beta phase that provides access to it to developers. However, it is planned for the browser to be made available to the wide public, on both the desktop and mobile mediums, in the near future.
And to ensure that you know how well it’s working, the new Opera browser also ads a feature that show you how much time you have gained by using its built-in ad blocker.
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