Adblock Plus, a software which blocks digital ads, is launching its first mobile browser to tackle obnoxious marketing which the company claims has destroyed the user experience on mobile.
Germany-based software developer Eyeo, the firm behind Adblock Plus, is making the new browser available for Android devices, arguing it blocks adware, speeds mobile browsing and saves battery life.
With an estimated 150 million active global users, Adblock Plus is the most-used software of its kind, and poses a growing threat to the media industry.
Adblock Plus co-founder Till Faida said: As people have embraced the mobile web, advertisers have rushed in after them and destroyed the user experience with ads that are often thoughtlessly designed, as well as mobile ad networks that are riddled with security holes. Adblock Browser for Android puts the control back into users hands.
A complete Android browser app is a natural progression for us. In addition to blocking adware and obnoxious ads, we can offer faster browsing speeds, more efficient data use and even longer battery life. Its a win-win for users across the globe.
Earlier this month, it was reported that European mobile operators are in discussions about the introduction of ad blocker technology, in an attempt to challenge the dominance of Google in the mobile ad market.
At least one wireless carrier in the region is believed to have signed a deal with Israeli start-up Shine, whose shareholders include Hutchison Whampoa-chairman Li Ka-shing. The technology blocks display ads, both web and in-app, but allows in-feed ad formats used by Facebook and Twitter.
Read M&M Globals report on the growth of ad blockers from earlier this year