In what is a first of its kind step by any of the major browser players in the market, One of the pioneers of web browsing, Opera announced earlier today, that its updated browser will have built-in ad-blocking features.

The nuisance of online ads has plagued every user surfing the net through major browsers. A third party ad-blocker will do the trick, but native ad-blocking features has always been on a user’s wish list. Opera seems to have arrived there first with a native ad-blocker.

With the forthcoming version of its web browser for desktops, Opera will offer native ad-blocking features. And the logic is pretty much simple, and true. The company believes that blocking ads will lead to faster page loading times.

If there were no bloated ads, some top websites would load up to 90% faster.

stated Opera in a blog.

Opera also promises an unmatched speed and said

Today, we wanted to share with you a native ad-blocking technology in our Developer channel for Opera for computers. Native means unmatched speed vs extensions, since the blocking happens at the web engine level.

Opera is indeed the first major web browser to introduce such a feature into browser. The increase in annoying pop-up ads has also lead to decreased privacy and security. In most cases, the online ads are used as bait to lure naive users.

These ads also act as a gateway to infect the system through malware. Not only is speed compromised, but user’s personal data as well. As the online ads have grown in number, users are looking towards ad-blocking extensions to keep their systems safe, and their browning experience pleasing.

With more users looking for ad-blocking extensions to keep online ads at bay, advertisers are cringing due to loss of revenue.

Ad-blocking technology is an opportunity and a wake-up call to the advertising industry to pay attention to what consumers are actually saying,

stated Opera.

Since its inception in 1995, the company has introduced many innovations that are now a coming facet in all brewers. Features such as tabbed browsing and pop-up blocking owe their beginning to Opera. The company based in Norway has forayed into mobile browsers and advertising market in the advent of smartphones.

Though its popularity has succumbed to the dominance of web browsers from Microsoft, Google, Firefox and Apple and internal controversies, Opera still accounts for over 60 million active monthly desktop users worldwide.


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