Opera Gx Adblock Plus



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A year ago, we released the very first version of our desktop browser with native ad blocking. We did it to double the browsing speed and challenge the online ad industry, pushing the idea that there should be a switch towards more user-friendly ads.

Opera

Since then, more people than ever have started to block ads all around the world. Now it’s time to review what else has changed since then.

Bloated ads haven’t gone away

A few months after we released native ad blocking in Opera, the Interactive Advertising Bureau (IAB) set new standards for light, non-intrusive online ad formats based on its LEAN principles. It was definitely a step in the right direction, but whether it’s widely implemented by the ad industry in the future is the next question.

Right now, we are concerned that the switch towards lighter ads is moving too slow, causing the demand for ad blocking to continue to increase.

The size of webpages keeps growing

At the same time, the size of the average website is still growing. One reason for this growth is because of online ads gobbling up more bandwidth than ever, causing webpages to load more slowly. For publishers and e-commerce sites, an increase in loading time leads directly to a decrease in revenue.


Source: https://www.keycdn.com/support/the-growth-of-web-page-size/

Slow ads and privacy concerns cause growth of ad blockers

Privacy and tracking of online behavior are other growing concerns, leading people to be more conscious about using an ad blocker. However, the number of trackers online hasn’t decreased over last year, and it’s still a central component for ad networks to gather your information and profile you across websites.

Taking these concerns into account, it’s no wonder that more and more people are starting to block online ads. According to a PageFair report, 236 million people were using desktop ad block software in December 2016, and we can see that among mobile users the growth has been even more dramatic.


Source: http://www.businessinsider.com/pagefair-2017-ad-blocking-report-2017-1

Most Opera users have not activated native ad blocking yet

Since releasing Opera’s ad blocking feature a year ago, although we observed a growing number of Opera users blocking ads right from the browser, only one-third of all Opera desktop users are making use of the feature. This is because the ad blocking feature is currently activated through a setting inside the browser preferences, rather than switched on by default.

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We can also see that the usage of native ad blocking varies across countries. The biggest percentage of Opera users that use this feature can be found in Canada, followed by the UK, US, France, and Germany.

Ad block extensions are still too slow

Plus

Following the demand for ad-free browsing, we saw a growing number of ad block extensions. However, they are simply not fast enough. Our research* shows that browsing with Opera’s ad blocking feature is on average 50% faster compared to browsing on Google Chrome with the AdBlock Plus extension.

In addition to page loading, we decided to look at the startup time for browsers and whether ad blockers actually slow you down rather than speed you up. A cold start is when the browser is opened for the first time after an operating system reboot, while a warm start is when the browser has been restarted. You will find the complete methodology of this test at the end of this blog post.

We were surprised to see the big difference in the results when comparing Opera with native ad blocker to the other browsers with the extensions enabled. Looking, for example, at warm startup times, Opera with native ad blocker is 87% faster than Microsoft Edge and 143% faster than Mozilla Firefox. It also performs better on a cold start when compared to competitors.

Built-in benchmarking tool

Opera’s ad blocking feature, unlike ad block extensions, also gives you a great looking tool to check your speed improvement per web page. To compare a web page’s load speed with and without ad blocking, click the shield icon and then the “speed test” link at the bottom of pop up.

Our stand on ad blocking is unchanged

While talking to our users we can hear the negative effect online ads are having on them, even louder and clearer than last year. A shift towards less intrusive and privacy-friendly online ad practices is more urgent in 2017 than it was a year ago. Brands and advertisers need to finally understand this.
It’s time for us to repeat our stand:

We are taking the user’s side in the debate about ad blockers, which is why we will offer built-in, native ad blockers to our hundreds of millions of users.

And we’ll do it until the problem is solved. The change must happen. We all deserve a better, faster web.

Stay tuned for improvements

We will continue this mission by making our native ad blocking feature even better this year. You can expect to see the first steps in this process this spring. Stay tuned for more speed and a more user-friendly experience.

As for now, we only provide native ad blocking as a preference. This may change, as we are currently evaluating whether we should help people be more active in blocking ads going forward.

Let us know what you think!

Opera Gx Adblock Plus

*

About our test methodology:

We conducted our tests on the 9 most popular websites worldwide (according to SimilarWeb). For each browser we repeated the tests 10 times. Our internal tests were performed on a machine running Windows 10 x64 using an i7-6500U CPU and 8 GB RAM. A cold start is the time a browser needs to fully load while starting it for the first time after a system reboot. A warm start occurs when we start our browser for the (at least) second time.

If there were no bloated ads, some top websites would load up to 90% faster.

Today, we wanted to share with you a native ad-blocking technology in our Developer channel for Opera for computers. “Native” means unmatched speed vs extensions, since the blocking happens at the web engine level.

We are the first major browser vendor to integrate an ad-blocking feature, but this development should be a no surprise to anyone given the rising popularity of ad-blocking software and even Apple allowing it on its platform.

People really want ad-blocking technology

Ads have been an important part of the internet since its very beginning. The first online advertisement appeared on the web as early as in 1994. Ever since then, ads have helped the web grow, giving people free access to millions of websites.

In time, though, they turned out to be one of the major annoyances of web browsing. Today, bloated online ads use more download bandwidth than ever, causing webpages to load more slowly, at times covering the content that you’re trying to see or trying to trick you into clicking “fake download buttons”. Another rising concern is privacy and tracking of your online behavior.

That’s why more and more people use ad-blocking software. In a study conducted by PageFair/Adobe, the number of people using adblockers grew by 41% worldwide between 2014 and 2015, with 98% of those users on computers.

People are clearly sending a signal to brands and advertisers that the current situation must change. It’s 2016, and we believe it’s time for ads to be lighter and faster. There’s the IAB L.E.A.N. initiative for better ads but where are the better ads themselves? Instead, we see a primer on how to convince users to disable adblocking. It’s a good step, but what if ads could be better, less intrusive and not slow down the browsing so significantly?

This is why, together with the native ad-blocking feature, we also provide a tool to help advertisers and users understand the problem of heavy ads. We believe this will accelerate the change that the ad industry needs to pursue.

A smarter approach to ad-blocking

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Opera’s ad-blocking feature is deactivated by default.

While browsing, Opera will detect whether there are ads that can be blocked, and it will suggest enabling the ad-blocking feature. To activate or deactivate ad-blocking for a specific website, simply click the shield icon in the address bar and flip the switch.

This dialog will also reveal statistics showing how many ads you’re blocking on the current page, and how many you’ve blocked overall. Moreover, you can benchmark the load speed of the current webpage with and without the ad-blocker enabled.

If you disable ad-blocking on a website, the website is added to an exception list, which you can manage from Opera’s settings. You can click the gear icon in the pop-up to go there quickly. We added some sites there for you to test with – feel free to alter the list and add the sites you find that offer a good experience with ads enabled. Just to give some credit – CNET and TechCrunch appear to offer very good experience to their users with ads on – with only marginal delays in page loading.

Underneath the hood

When we started profiling the performance of adblockers, we found that commonly available block lists are of great quality and can block a lot of ads. But, many extensions spend a lot of time checking whether URLs or page elements occur in their block lists. Opera checks the block list using native code and fast algorithms, making the slowdown from checking negligible. Furthermore, Opera blocks ads as early as possible: right in the engine, when a network request for a URL is first being made.

Opera currently uses block lists from EasyList, both the regular EasyList to stop advertising and the EasyPrivacy list to stop trackers.

How the speed test works

From the pop–up, you can also open a speed test. This loads the current open page twice, once without blocking ads and once with blocking ads, and reports the time it took for each to to load.

Because we’re only doing one page load, you might get different results from repeating the test multiple times, depending on your connection and a lot of other variables; to make this scientifically accurate, you might want to repeat it many times and average out results. But, on many sites it’s very obvious, even with a single load, that blocking ads makes a big difference. We hope you enjoy playing around with this a bit 🙂

Opera Gx Adblock Plus

So, just how fast is it?

Our research shows that browsing with the Opera’s ad-blocking feature is on average 45% faster compared to browsing on Google Chrome with the AdBlock Plus extension. We think it’s pretty cool.
These results are from the test we have done on 66 content-rich websites. The machine has an AMD Phenom II X6 processor with 8 GB of RAM and is running on Windows 10 64-bit. We have done similar tests on various systems. The percentage remains very similar, while the average loading time of particular pages varies.

For the testing, we used WebDriver and repeated page loading time for each site 15 times. The time shows median for loading a page between navigationStart and loadEventEnd events.

Share your results

Opera Gx Adblock Plus Free

We are very interested in your feedback and your test results. Please feel free to post your findings here.

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Installation links:

Changelog: Full changelog link