The move puts Microsoft in the same category as Google's Chrome and Mozilla's Firefox, two others of the Big Four browsers with ad-blocking technology already baked in or planned for this year. Microsoft declined to answer questions about the partnership and, when asked whether it plans something similar for Windows 10's browser, would only say that an Adblocker Plus extension is available for that version. This is the first time Microsoft has added a web ad blocker to any of its browsers, although Adblock Plus - and a multitude of rivals - have been available for years as browser add-ons for Internet Explorer as well as Edge.
Change this any time in Settings," reads text displayed in the iOS edition of Edge once Adblock Plus has been engaged. In both, the setting is accessible from Settings/Content blockers once within the browser. However, it charges the biggest companies for their place on that whitelist.The in-Edge ad-blocker is disabled by default in both the Android and iOS versions, requiring the user to manually switch it on. Adblock Plus uses a whitelist of “acceptable ads”-ads that don’t pop out or autoplay sound or otherwise annoy users-that it lets through its filter. However, as The Verge rightly notes, Adblock Plus is a particularly aggressive ad blocker.Īdblock Plus, which has already been available as an Edge plugin for a couple years, is run by a German company called Eyeo that has a controversial business model. Firefox and Opera block ads (the former only in its private-browsing mode) and Apple’s iOS Safari browser recently made it harder for ad networks to track users. Google’s Chrome browser for Android offers its own inbuilt ad-blocking mechanism-though, as Google (GOOGL) is itself one of the biggest players in the online advertising industry, alongside Facebook (FB), some have expressed fears that the company’s own mechanism might unfairly offer advantages to its own services.
These are hardly the first mobile browsers to help users avoid intrusive advertising-an understandable desire these days, as ads tend to have the ability to track people as well as show them things they might want to buy. And The Verge reports that the same feature made its way into a beta version of Microsoft Edge for Android that rolled out to testers over the weekend. The company added the feature to its iOS Edge app, for Apple (AAPL) devices, on Friday.
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