Wednesday, 16 March 2016

Web Browser Introduces Built-in Ad-Blocker


Opera Presented Built-in Ad-blocking Feature

Opera, a software company has presented a built-in ad-blocking feature in its internet browser that would enable users to surf the web without viewing ads that would be depriving websites of its revenue. The software company had announced the feature recently stating that the tool would enable users the option of choosing to block ads from a particular website or not, at the time of browsing the internet. The company also states that utilising the ad blocker on its browsers would load web pages 90% quicker than using Internet Explorer and 45% faster than using Google Chrome with ad-blocker extension.

According to web analytics service StatCounter, about 5% of the internet browsing is done by using Opera. Google Chrome in comparison seems to be the most used browser with 45% of action. The company had explained in a blog post, the reasons for the introduction of the tool was to progress the consumer experience and send messages to advertisers that the internet ads seem to be too big and disturbing. Krystian Kolondra, senior vice president of global engineering for Opera had mentioned in a blog post that `presently bloated online ads use more download bandwidth causing webpages to load slowly, at time covering the content that one is trying to see or trying to trick into clicking `fake download buttons’.

NY Times Tested System due to Rising Response of Ad-Blocking

He added that another rising concern was privacy and tracking of online behaviour. Though ad-free browsing tends to be faster and much more convenient for web users, websites seem to end up paying a price.By default, ad-blocker is activated but when a page with adverts tends to get loaded, a pop-up seems to appear prompting if one would like to block ads and surf the web faster.

If the blocking is turned on, users will be able to view how much load time has been saved. They could also add some sites to an exception list enabling adverts to run if they choose to support. As per a report by PageFair and Adobe, ad-blocking charge digital publishers an estimated $22 billion by way of revenue in 2015 with about 198 million people all over the world utilising the software. Due to the rising response of ad-blocking, the New York Times had started testing a system recently which identified visitors to the news site utilising ad-blocker, asking them to buy a subscription or whitelist the site.

Opera had followed Samsung and mobile phone Company `Three’ in employing ad-blocking services. Earlier, users had to download and install ad-blocking software. As per Eleni Marouli, senior analysts at HIS Technology, a trend of telecom companies are attempting to be included in the mobile advertising ecosystem.Marouli mentioned in a report that `Telcos have traditionally been just data `pipes’ that provided the infrastructure for mobile internet and hence mobile advertising.

They had attempted to monetise content through advertising but had made little progress in claiming significant market share’. She further added that the ad blocking announcement by `Three’ had been a pleas to companies such as Facebook and Google to include Three and other mobile operators in the mobile advertising value chain. The feature is said to be available in the latest version of the developer browser and if the test tends to be successful, it would make it to the regular version.

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