March 10, 2016
Opera wants to give you an ad-less experience.
The ad-blocking technology also offers a 40 percent faster browsing experience compared to third-party ad-blocking extensions and, because it is fully integrated with the browser, no additional download of extensions or plug-ins is necessary.
Ad blocking can easily be turned off as well, depending on a user’s preference.
“Advertising fuels the internet, allowing for many services to be free for users,” Opera senior vice-president of engineering and head of computers Krystian Kolondra said.
“But, as our new research shows, most webpages today are significantly slowed down by bloated ads and heavy tracking. We don’t accept it — we want the Web to be a better place for us all, as users.”
The ad-blocking tool comes with a benchmark, permitting users, web developers and publishers to see how the affect ads and tracking software have on page-load times. Users of the feature also have the ability to check observe their own browsing habits, either by the day, week or the total number of blocked ads.
Jennifer Cowan is the Managing Editor for SiteProNews.