07 Apr Native ad blocker coming to Opera browser
Ad blocker is a popular option in all major web browsers: Safari, Google Chrome, and Firefox all have it. Opera, however, is the first to have it directly installed on their browser. If your business depends on ad revenue, then check out our analysis of Opera’s ad blocking feature.
How does it work?
Opera’s new ad blocking feature will be switched off by default. However, when an ad is causing a web page to slow down, the user will be prompted to turn on the adblock.
Why is Opera doing this?
An Opera spokeswoman remarked, “Ad-blocking technology is an opportunity and a wake-up call to the advertising industry to pay attention to what consumers are actually saying.” In other words, consumers are annoyed with intrusive ads that are irrelevant, and Opera is creating an opportunity for advertisers to develop more relevant, and more meaningful advertisements.
How will this affect business?
Ad blocking has been around for some time, but it is only in the Opera browser where it is built directly into the platform. Opera has said that with the use of their native ad blocker, their browser on average runs 45% faster than using Google Chrome with the AdBlock Plus extension and 21% faster than using Firefox with that same extension. In today’s browser competition, speed is money. This fact alone could make users abandon their current browser and adopt Opera.
What can your business do?
Large companies, such as Forbes and The New York Times, are already experimenting with ways to prevent ad blocking users from accessing their site. However, this may not be an option if your company is on the smaller side. Luckily, for businesses that primarily use content marketing, the Opera update will have little effect on their traffic.
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