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Opera's testing a browser that kills ads, accelerating webpage loading by up to 90 percent

Mark Hachman | March 10, 2016
A new developer edition is the first desktop browser to include built-in ad blocking.

This week, the International Advertising Bureau’s research lab released a guide to engaging with ad blockers, as well as a script that IAB clients can place on their Web sites to detect their use. 

Kolondra said it’s time for the ad industry to stop talking and actually produce more effective, less intrusive ads. “We hope our actions can help to accelerate the change that the ad industry needs to pursue,” he said.

Kolondra said Opera “has a few ideas that we’re going to pursue,” and that more announcements would be forthcoming. The ad-blocking developer build is “a test,” he said.

But even Kolondra was worried about a technological arms race of sorts. “My worry is that unless the problem with the bad ads is fixed, we can just expect more anti anti-adblockers appearing on the market, and then anti-anti-anti-anti-adblockers,” he said.

 

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