Sunday 17 December 2017

Opera includes ad-blocker in browser – reduces page-load times


Mark O'Beirne

Opera is now including an ad-blocker in its web browser, a move that should reduce page-load times across the board.

One of the first things that many people do when they install their web browser of choice is find and download an ad-blocker. Opera is taking that step out of the switching process by including an ad-blocker.

Opera says that this means page-load times are 40% faster than when using adblocker plugins or browser extensions, and 90% faster than when browsers make requests to ad networks.

An Opera spokeswoman said: “Adblocking technology is an opportunity and a wake-up call to the advertising industry to pay attention to what consumers are actually saying.”

Initially, the built-in blocker will be available with the desktop version of the browser, but Opera plans to add it to the mobile version in the future.

Opera has been responsible for web innovations that are commonplace now, including tabbed browsing and pop-up blocking. Many web users will be hoping that other browsers follow Opera’s example for complete ad-blocking. Sites dependent on ad revenue will be less thrilled by this move.

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