Microsoft plans to build ad blocker into its Microsoft Edge browser

kev216

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Who needs extensions like AdBlock Plus? In a session for Web developers today, Microsoft revealed that the next version of Microsoft Edge will include its own ad blocker.

One of Microsoft's biggest gambles in Windows 10 is its decision to turn Internet Explorer into a legacy product, primarily for enterprise customers.

Its replacement, Microsoft Edge, has been developing slowly since its version 1.0 release with the first release of Windows 10. But judging from a session at today's Build conference in San Francisco, the pace of development is about to pick up.

The feature most power users are awaiting is the availability of JavaScript extensions, similar to those available in Google's Chrome browser. That feature is currently available in Insider preview releases of Windows 10, with one eagerly anticipated extension, AdBlock Plus, already confirmed as an early arrival.

But Microsoft's roadmap for Edge suggests that you might not need that extension. Look at item 4 on this slide from a session titled "Microsoft Edge: What's Next for Microsoft's New Browser and Web Platform."

ms-edge-slide-2.jpg

Extensions are number 1 on that list, with the feature listed as "targeted for next edition," meaning the summer 2016 Anniversary Update (code-named Redstone).

But item 4 on that list, "Build ad blocking features into the browser," is also being targeted for the next edition.

If this feature ships, it will be a much-needed replacement for an Internet Explorer feature called Tracking Protection Lists (TPLs), which added privacy protection into the browser and, as a side-effect, neatly blocked many ads.

TPLs were always controversial, at least in part because at the time they debuted Microsoft had recently purchase aQuantive. That move was an unsuccessful attempt to compete with Google in the online advertising business. It turned out to be a disaster and led to a nearly complete writedown of the acquisition and an exit from the business.


The climate has changed now, to be sure. Ad-blocking has moved into the mainstream, with Apple baking it into the newest versions of Safari on mobile devices. The former CTO of Mozilla, Brendan Eich, has launched a startup called Brave, whose chief product is an ad-blocking browser. Google, which derives more than 90 percent of its revenue from online advertising, has, not surprisingly, steered clear so far.

It remains to be seen how the new ad-blocking features will work. But with new features expected to arrive in Windows 10 preview builds in the coming weeks, we probably will know soon.

rsz_1edge-ad-blocker.jpg
 
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Ink

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If integrated, then all users are automatically eligible, but on the downside, it may be Windows Update-dependent. Having it disable or deferred will prevent users having the latest version of Edge.

On the other hand, if it's a separate Extension;
  • Independent from Windows Updates
  • Updateable via Edge Extensions Store (or whatever they are calling it)
  • Replaced with 3rd-party choices (AdBlockPlus etc)
  • Less risk of breaking Edge
  • Permission-based (as are Apps and Extensions of today)
  • Faster rate of delivery of minor/major updates.
On the downside, users will need to install manually.

Personally, I prefer the separate extension route.
 

Sana

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If integrated, then all users are automatically eligible, but on the downside, it may be Windows Update-dependent. Having it disable or deferred will prevent users having the latest version of Edge.

On the other hand, if it's a separate Extension;
  • Independent from Windows Updates
  • Updateable via Edge Extensions Store (or whatever they are calling it)
  • Replaced with 3rd-party choices (AdBlockPlus etc)
  • Less risk of breaking Edge
  • Permission-based (as are Apps and Extensions of today)
  • Faster rate of delivery of minor/major updates.
On the downside, users will need to install manually.

Personally, I prefer the separate extension route.
It seems that they'll most likely be sued by companies for shipping Windows as an an-in-one product.
 

Der.Reisende

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If integrated, then all users are automatically eligible, but on the downside, it may be Windows Update-dependent. Having it disable or deferred will prevent users having the latest version of Edge.

On the other hand, if it's a separate Extension;
  • Independent from Windows Updates
  • Updateable via Edge Extensions Store (or whatever they are calling it)
  • Replaced with 3rd-party choices (AdBlockPlus etc)
  • Less risk of breaking Edge
  • Permission-based (as are Apps and Extensions of today)
  • Faster rate of delivery of minor/major updates.
On the downside, users will need to install manually.

Personally, I prefer the separate extension route.
Me2. Good comparsion @Huracan.
I'm no user of Edge or IE, I only used it to download Chrome (more user friendly, probably safer especially with trusted extensions build to improve security, faster) to install on an fresh OS (I now have a collection of software prepared on an eHDD), but anyhow, an AdBlocker for IE/Edge is about time.
 

DJ Panda

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I greatly dislike adblockers they hurt sites revenue and some ads in my opion I can handle for the greater good.
 
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N

Noxx

I see enough advertisements on television, in stores, on the road, and at movie theatre's. I have no regrets using an adblocker. As far as the OP's thread is concerned, I prefer extensions. Everything about Micro$oft is "built in", and now virtually impossible to remove/block.
 

jamescv7

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Improve and revise more on Tracking Protection List that will be the base of an adblocker for Edge.

Since they design that browser to optimize and simplified hence everything should be improve and avoid the possible same fate performance.
 

Xtwillight

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I greatly dislike adblockers they hurt sites revenue and some ads in my opion I can handle for the greater good.

Sorry, that is not your earnest?
  • To your comment: they The hurt sites revenue

    It is a problem if websites just a place For advertising sell,
    but do not the advertising Check it.

    Some this advertisement Spy with cookies or Super cookies:
    email address - browser data -Private data of the user, out.
    Some this advertisement, to lead to dangerous Web pages.

  • I have no problems with advertising which since the
    Beginnings of the WWW give.
    These advertising was on of the Left or right side the website.
    They have not the User with cookies or Super Cookies spying.
    They have not to the User spam mails sent.
    They have not User data at third sold.

  • I alone decide which advertising, Iwant to see With ublock and Adguard.





 

DJ Panda

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Sorry, that is not your earnest?
  • To your comment: they The hurt sites revenue

    It is a problem if websites just a place For advertising sell,
    but do not the advertising Check it.

    Some this advertisement Spy with cookies or Super cookies:
    email address - browser data -Private data of the user, out.
    Some this advertisement, to lead to dangerous Web pages.

  • I have no problems with advertising which since the
    Beginnings of the WWW give.
    These advertising was on of the Left or right side the website.
    They have not the User with cookies or Super Cookies spying.
    They have not to the User spam mails sent.
    They have not User data at third sold.

  • I alone decide which advertising, Iwant to see With ublock and Adguard.





If you go on a site you agree to their terms. Some terms you may not like. Use Ccleaner or something to remove bad cookies. I greatly dislike people who disable ads just because they see "enough" of them on TV. What do you do turn off the TV when an add appears? Most ads are a minute tops. However if there is nothing bad to hide you shouldn't worry. If you have a good antivirus or anti malware/spyware. These dangerous web pages are a thing of the past. And if truly in doubt don't visit the site most advertising involves porn, crack, and pirate sites from what I hear.
 
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Laoel

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One of the best things that Microsoft can do. Many people don't use Microsoft Edge because don't have an Adblock. I'm a example. I think the Edge a good browser, but not have an option to add extensions... is very disappointing. But starting with Adblock, is a good start.
 

Xtwillight

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If you go on a site you agree to their terms. Some terms you may not like.
  • Mean you the each User also then all hazards on these sides, accept must?
Use Ccleaner or something to remove bad cookies.
  • no chance ,all risks to delete.
I greatly dislike people who disable ads just because they see "enough" of them on TV.
  • this is yours opinion,but that has nothing with the theme Secure page and
    secure ads to do.I have no problem With secure ads, but With ads that my
    privacy spying.
What do you do turn off the TV when an add appears?
  • I go to Toilet or watch only public-sector television;),there is
    not so much ads.
If you have a good antivirus or anti malware/spyware. These dangerous web pages are a thing of the past.
  • No AV/IS or anti malware/spyware protecting to 100%!
    Many Malware and danger come from ads.
And if truly in doubt don't visit the site most advertising involves porn, crack, and pirate sites from what I hear.
  • I go not on this sites, i have a few months at Malware Remover learned.
    I know lots possibilities as in ads Malware-dangerous functions-Reg and
    Sript by asd changed.
 
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soccer97

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May 22, 2014
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I am waiting on the Anniversary update that allows extensions. Hopefully, StickyPassword will be allowed!
 

Andrew999

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I don't like using Ad blockers because it hurts the ad revenue of people like Youtubers which is why I disable it on some websites like YouTube. But some websites have pop ups galore so I feel you have to use a Ad blocker, also it helps stop tracking ads and Malware. :)
 

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