Opera Launches Browser-Based Ad Blocking Feature

A day after the IAB released a primer on ad blocking for publishers, Opera has launched “native ad blocking technology” in the developer version of the browser.

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.

In its announcement Thursday, Opera says that, unlike typical browser extensions, its ad blocking functionality doesn’t slow browsing and page load speed as it checks block lists because it blocks ads when a network request for a URL is first initiated.

The feature is opt-in for users. When disabled, Opera will suggest enabling it when the browser detects ads that can be blocked on a site.

When a user disables ad blocking on a site, that site is added to an exception list. Opera has pre-populated the exception list with sites such as TechCrunch and CNET, which, it says, “appear to offer very good experience to their users with ads on – with only marginal delays in page loading.” Users can remove sites from the exception list at any time.

Opera is pulling block lists from EasyList to stop ad serving and EasyPrivacy list to stop trackers, it says.

The browser has also launched a speed test tool to help illustrate the problem of so-called heavy ads to show how much faster page load would be without ads. “We believe this will accelerate the change that the ad industry needs to pursue,” the company asserts.

About The Author

Ginny Marvin

Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.