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Opera Blog: Introducing native ad-blocking in Opera for computers

(@Petrovic has posted this, but as "News" via betanews)

"If there were no bloated ads, some top websites would load up to 90% faster.

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."

People really want ad-blocking technology

"People are clearly sending a signal to brands and advertisers that the current situation must change. It’s 2016, and we believe it’s time for ads to be lighter and faster. There’s the IAB L.E.A.N. initiative for better ads but where are the better ads themselves? Instead, we see a primer on how to convince users to disable adblocking. It’s a good step, but what if ads could be better, less intrusive and not slow down the browsing so significantly?

This is why, together with the native ad-blocking feature, we also provide a tool to help advertisers and users understand the problem of heavy ads. We believe this will accelerate the change that the ad industry needs to pursue."​

A smarter approach to ad-blocking

"Opera’s ad-blocking feature is deactivated by default.

If you disable ad-blocking on a website, the website is added to an exception list, which you can manage from Opera’s settings. You can click the gear icon in the pop-up to go there quickly. We added some sites there for you to test with – feel free to alter the list and add the sites you find that offer a good experience with ads enabled. Just to give some credit – CNET and TechCrunch appear to offer very good experience to their users with ads on – with only marginal delays in page loading."​