Opera becomes first big browser maker with built-in ad-blocker
Norwegian company Opera is introducing a new version of its desktop computer browser that promises to load web pages faster by incorporating ad-blocking, a move that makes reining in advertising a basic feature instead of an afterthought.
Faster loading, increased privacy and security and a desire for fewer distractions are behind the growing demand for ad-blockers.
However, their popularity is cutting into the growth of online marketing for site publishers and corporate brands, who rely on reaching web and mobile users to pay for their content rather than restricting access to paid subscribers.
Opera has a history of introducing innovations that later become common in major browsers such as tabbed browsing and pop-up blocking, which helped users control an earlier generation of in-your-face ads and malware disguised as advertising.
"Ad-blocking technology is an opportunity and a wake-up call to the advertising industry to pay attention to what consumers are actually saying," an Opera spokeswoman said.
Opera said it can cut page-loading times by as much as 90 percent by eliminating the complex dance that occurs behind the scenes in a user's browser as various third-party ad networks deliver promotional messages to users.
The Norwegian company, which has agreed to a takeover by a group of Chinese firms led by Beijing Kunlun Tech in a cash deal valued at $1.23 billion, introduced its first computer web browser in 1995.
With the rise of the smartphone, it shifted to focus on the mobile browser and advertising market, where it now derives most of its revenue and counts 281 million users.
Opera said on Thursday it was introducing a version of its browser aimed at software developers and early adopters, but will eventually offer the feature for both computers and phones.
The Oslo-based firm ranks a distant fifth behind more mainstream desktop computers browsers from Microsoft, Google, Firefox and Apple. The company counts 60 million active monthly desktop users worldwide.
Source: http://www.reuters.com/article/us-advertising-blocking-opera-software-idUSKCN0WC0SS
Hopefully Firefox will soon follow. Chrome: not gonna happen..
Norwegian company Opera is introducing a new version of its desktop computer browser that promises to load web pages faster by incorporating ad-blocking, a move that makes reining in advertising a basic feature instead of an afterthought.
Faster loading, increased privacy and security and a desire for fewer distractions are behind the growing demand for ad-blockers.
However, their popularity is cutting into the growth of online marketing for site publishers and corporate brands, who rely on reaching web and mobile users to pay for their content rather than restricting access to paid subscribers.
Opera has a history of introducing innovations that later become common in major browsers such as tabbed browsing and pop-up blocking, which helped users control an earlier generation of in-your-face ads and malware disguised as advertising.
"Ad-blocking technology is an opportunity and a wake-up call to the advertising industry to pay attention to what consumers are actually saying," an Opera spokeswoman said.
Opera said it can cut page-loading times by as much as 90 percent by eliminating the complex dance that occurs behind the scenes in a user's browser as various third-party ad networks deliver promotional messages to users.
The Norwegian company, which has agreed to a takeover by a group of Chinese firms led by Beijing Kunlun Tech in a cash deal valued at $1.23 billion, introduced its first computer web browser in 1995.
With the rise of the smartphone, it shifted to focus on the mobile browser and advertising market, where it now derives most of its revenue and counts 281 million users.
Opera said on Thursday it was introducing a version of its browser aimed at software developers and early adopters, but will eventually offer the feature for both computers and phones.
The Oslo-based firm ranks a distant fifth behind more mainstream desktop computers browsers from Microsoft, Google, Firefox and Apple. The company counts 60 million active monthly desktop users worldwide.
Source: http://www.reuters.com/article/us-advertising-blocking-opera-software-idUSKCN0WC0SS
Hopefully Firefox will soon follow. Chrome: not gonna happen..