Opera Software says it has integrated its newest developer version, the ad-blocking feature into its browser engine to provide users with a faster browsing experience.
According to Opera, once enabled, the ad-blocking feature speeds up webpage load 90% faster when compared to browsing with the previous option, and also 40% faster when compared to third party ad-blocking extensions.
The software company claims that the new ad-blocking feature is better than the third party ad-blocking extensions because unlike the third party system, the filtering of the advertisements takes place at the web-engine level where the browser can fully control the loading process of the webpage.
Krystian Kolondra, SVP of Engineering and Head of Opera for computers says that inasmuch as advertising helps to provide many free services for users, they cause the slowing down of webpages.
“Advertising fuels the Internet, allowing for many services to be free for users. 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”, Kolondra says.
“In recent years, the increasing number of online ads has become one of the major annoyances of web browsing, driving more and more people to use ad-blocking software. The number of people using ad-blocking tools grew by 41% worldwide and by 48% in the United States between Q2 2014 and Q2 2015, with 98% of those users being on PCs”, according to Opera.
“Growing demand for ad-blocking tools tells us that the current approach to advertising is damaging users’ online experiences. It interrupts your web-surfing, slows down your browser, and, at Opera, we want to fix it”, the tech company says.