While internet browser Opera isn’t quite the technical powerhouse it used to be, the Norwegian company has announced that it is adding native ad-blocking to the software. The feature is included in the latest developer edition of the browser – but deactivated by default – and the company believes its native system is more effective than third-party apps, and that blocking ads will speed up page loads by up to 40%, on average, with some sites potentially seeing speed improvements of up to 90%.
“If there were no bloated ads, some top websites would load up to 90% faster,” Opera’s Senior Vice President for Global Engineering Krystian Kolondra writes in a post on the official Opera blog. “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.”
“We are the first major browser vendor to integrate an ad-blocking feature, but this development should be a no surprise to anyone given the rising popularity of ad-blocking software and even Apple allowing it on its platform,” Kolondra adds.
The move is sure to be controversial, with sites such as Forbes and The New York Times blocking their content for users of ad-blocking software, but Kolondra says that Opera is only serving the desires of its users.
“Advertising fuels the internet, allowing for many services to be free for users,” Kolondra writes. “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.”