Adblock Plus, one of the most popular browser extensions for stopping online advertisements, has launched a mobile browser integrating this technology into beta development.
Announced on Wednesday, the Adblock Browser for Android is touted as a "more complete mobile ad blocking solution."
Instead of downloading extensions or add-ons, the new browser will automatically block advertisements which pop up as you surf the Web.
The firm says the new browser will save users power, keep them safe and will also give users a wider scope to take control of their browsing experience.
Adblock Browser for Android integrates Adblock technology to clean up browsing, although the software can also be customised to allow nonintrusive ads to display through an "Acceptable Ads" tab. The firm says that by blocking ads, up to 23 percent of power consumption can be removed -- as well as data costs -- and the browser can also keep you safe by blocking adverts which may contain malware.
The browser is currently in the beta stage of testing.
Till Faida, co-founder of Adblock Plus commented:
"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. It's a win-win for users across the globe."
Advertising in itself is designed to lure users to stop what they are doing and click-through, usually to sign up to a service or make a purchase. Where, therefore, do ad-blocking mobile browsers leave businesses which rely on advertising to generate income?
It could be argued that those who choose to block ads have no interest, and therefore some businesses may save bandwidth and cost -- or even profit as the only users viewing adverts online are those who may be interested. However, for Adblock, the answer is simple -- a more sustainable, less intrusive environment which will not annoy users to the point they wish to block all adverts.
After being taken to court earlier this year by publishers who argued that ad blocking is an illegal practice in Hamburg, Germany, ad blocking was declared legal. The company said other alternatives are available for publishers, commenting:
"We want to reach out to other publishers and advertisers and content creators and encourage them to work with Adblock Plus rather than against us. Let's develop new forms of nonintrusive ads that are actually useful and welcomed by users; let's discover ways to make better ads; let's push forward to create a more sustainable Internet ecosystem for everyone."