Opera claims that its newly launched integrated ad-blocking feature in its newest developer version for PCs speeds up webpage load times by as much as 90%, compared to browsing with the option disabled. The integrated ad-blocking technology also gives on average a 40% faster browsing experience compared to third-party ad-blocking extensions, said Opera.
According to Opera, the improved performance is possible since the filtering happens at the web-engine level, where the browser can fully control the loading process of the webpage - something extensions are not able to do.
While browsing, users can choose to enable ad-blocking by selecting the dialog option. In addition to the simple on-off button, the ad-blocking feature comes with a benchmark, so users, web developers and publishers can see how much ads and tracking software affect page-loading times.
Krystian Kolondra, SVP of Engineering and Head of Opera for computers
Advertising fuels the internet, allowing for many services to be free for users. But, as our new research shows, most webpages today are significantly slowed down by bloated ads and heavy tracking. We don’t accept it - we want the web to be a better place for us all, as users.
