While we are used to viewing mobile ads in mobile sites, they start testing our patience when they increase in size and regularity- great for advertisers and networks, but frustrating for users. Most smartphone users are all for limited mobile ads so that websites and networks can earn their revenue, but not at the cost of surfing experience or extra cost being borne by them for data consumed by mobile ads. Opera's ad blocker offers consumers a way to curb such an advertising menace.
“Users are demanding ad blockers because of the better browsing experience it offers. Opera users can speed up their mobile surfing, skip extra data charges and stretch their internet packages even further by blocking in the browser intrusive and data-wasting ads and heavy tracking,” said Nuno Sitima, SVP of Mobile Browsers at Opera.
Three's 9m customers will see no mobile adverts for a day in June
Opera claims that its Android-based browser, powered by the ad blocker, will not only bring in data savings, but will also load webpages faster. The firm conducted some tests which revealed that Google Chrome took 14 per cent longer and Adblock browser took 79 per cent longer to open webpages compared to Opera for Android. At the same time, Opera for Android downloaded just 229KB per webpage after removing ads, while Google Chrome downloaded 422KB and Adblock browser downloaded 784KB per webpage.
Opera also referred to a recent research conducted by PageFair which revealed that the number of smartphone owners who use ad blockers, presently 419 million, have grown by 90 per cent during 2015. The research also noted that the number of people using ad blockers in mobiles is double than the number of those using the software in desktops.
Samsung's default web browser will now let you block ads!
UK network Three has also talked about revolutionizing its ad blocking technology to meet its customers' expectations. Three believes that customers should not pay for data consumed by advertisements and that advertisers must not obtain any information about customers without their knowledge or express consent and that customers must not be forced to view excessive and repetitive advertisements and must have a say in what kind of advertisements they can view.
Three's concerns about the current mobile advertising model is also shared by rival carrier EE. Back in November of 2015, Olaf Swantee, CEO of EE, confirmed that EE might offer ad blocking services on its network very soon. As per him, EE wasn't against all forms of advertising but those that are "intrusive or crass" which can "drive people insane."