ASUS has revealed its 2016 devices will ship with a browser automatically programmed to block advertisements.
The company’s proprietary browser, shipped with all of its web connected mobile products, will have the AdBlock Plus tool built-in and enabled by default.
The decision comes following a huge backlash against intrusive web advertisements on desktop and mobile platforms, which have slowed down browsing, sucked down data and threatened the security of users through malware.
Consumers have flocked to third-party tools from the likes of AdBlock plus, much to the chagrin of those with a vested interest in pushing ads in front of eyes.
Unfortunately, ASUS’s browser only has a limited user-base, Motherboard (via Engadget) reports, with around 15 million users around the world. Naturally those who purchase the firm’s devices often opt for their own browser.
However, the decision could set a precedent with other manufacturers and software makers following suit.
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Co-founder and CEO of AdBlock Plus CEO Till Faida told Motherboard: “We’re extremely happy to team up with Asus, the first major hardware manufacturer to integrate ad blocking into their mobile devices. This is another call for innovation in the ad industry - a call getting louder by the day.”