![]() ![]() It recommended technology sites CNET and TechCrunch as examples that "offer very good experience to their users with ads on – with only marginal delays in page loading." Like other ad blockers, Opera's will allow users to enable ads or certain sites. ![]() ![]() The company says that it hopes the built-in ad blocker, along with a new tool to "help advertisers and users understand the problem of heavy ads," will encourage advertisers to move toward less clunky and less intrusive ads more quickly. Opera says that because its ad blocker is built-in, it's faster than a browser extension – 45 per cent faster than Google Chrome with AdBlock Plus, it claims. ![]() and 82 per cent in the U.K.įrustration over annoying or intrusive ads or ads that make pages load sluggishly has already prompted many desktop users to install browser extensions that block ads, such as AdBlock Plus. That year, ad blocking grew 48 per cent in the U.S. PageFair, an Irish startup that tracks revenue lost to ad blocking, reported that ad blocking cost publishers nearly $22 billion in 2015. "It's 2016, and we believe it's time for ads to be lighter and faster."įrustration over annoying or intrusive ads or ads that make pages load sluggishly has already prompted many desktop users to install browser extensions that block ads, such as AdBlock Plus. "If there were no bloated ads, some top websites would load up to 90 per cent faster," wrote Krystian Kolondra, senior vice president of global engineering for Opera. It says Opera, which has a worldwide market share of just two per cent, is the "first major browser vendor" to integrate such a feature. The new feature is now part of the latest free desktop version of the browser, the Oslo, Norway-based company announced in a blog post Thursday. Opera says it has become the first web browser to include a built-in ad blocker. ![]()
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