Android Microsoft Edge beta users are currently blocking all ads on their mobile browser with this new feature, and it’s expected to roll out widely soon on both Android and iOS.
Microsoft’s Edge browser has so far lagged behind Chrome and Safari on mobile since its release late last year, but the hope is that native ad blocking could allow it to carve out a niche for itself.
Although Adblock Plus started out as a browser extension, this new development (reported by The Verge) builds it into the stock browser, allowing it to aggressively filter out all advertisements and clear the screen of clutter.
Parent and guardian users of Microsoft Family Accounts will also have the ability block unwanted sites and view the blacklists of their sub accounts, bringing an extra level of security to minors using the browser. These features along with the strengthened performance of the update are slowly bringing the browser up to speed with its PC counterpart.
An ace up its sleeve?
Having recently appeared, especially on Android tablets where it only appeared in March, Edge may face a sudden increase with its numbers with this attractive update.
Once the update arrives on your phone, using Adblock Plus is very simple. All one has to do is move to the Content Blockers section of the browser settings and it’s done – no more ads and no more pop-ups.
Of course, this raises further concerns about the viability of online content, which relies on these adverts for revenue. With an increasing number of browsers blocking ads natively without intervention from the user, it’s hard to see how advertising can maintain current revenue levels.
Adblock Plus theoretically maintains a whitelist of ads which it deems to be ‘non-obtrusive’ and will continue to display to users, but from personal experience a reasonable balance is yet to be struck between the needs of advertisers and users.
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