The new Adblock Plus Mobile friendly browser blocks ads automatically.
Adblock Plus, the maker of the world's most downloaded ad-blocking browser extension, has launched its own mobile browser on May 20, 2015.
This is a most welcome news to Ads-Haters and a not-so-good news to advertisers.
The German company says it wants to give people a way to block ads automatically when they surf the Web on their phones. The company says users may see improved battery life and save on data costs as an added benefit due to less digital content loads.
The mobile adblock plus browser is in "Beta" preview mode, and only available for Android devices at the moment. An iOS version will be made available in the near future. This was necessitated because the adblock plus extension that has become popular among PC users cannot be allowed by smartphones.
"A complete Android browser app is a natural progression for us," Adblock Plus co-founder Till Faida said in a statement.
"Annoying" ads, such as pop-ups and pre-roll video ads, will always be blocked. "Acceptable" ads like ads without animation or sound, that do not block a page's content, or are marked clearly as ads will be allowed. This is the default setting for the new mobile browser.
Ads that comply with Adblock Plus' criteria for acceptability, or the ad networks have paid the company to be unblocked will always be displayed.
New mobile technology companies have also been looking at ways to block ads on a larger scale. The 'writing on the wall' to ad tech companies and ad-driven websites is clear -- find better ways of engaging with people without disturbing their online experience.
But there is a hitch. There's a tech solution for every tech problem, even if you're an advertiser facing this issue. Secret Media, a french company, has built software to override ad blockers, and it works on both desktops and mobile phones.
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