Microsoft is entering the ad-blocking wars by bringing the tool to browsers.
The company is baking ad-blocking capabilities into Edge, its browser replacement for the dominant Internet Explorer. First spotted by ZDNet, a slide detailing the new Edge features included a line about adding ad-blocking functionalities, which is slated to be rolled out in the coming weeks to Window 10 users.
That means ad-blocking is becoming closer to mass adoption as users won’t have to install an extension, such as AdBlock Plus, to their browsers since pesky ads will automatically be wiped away.
Edge is the default browser on Windows 10, its free operating system that, according to the company, now has 270 million active users since its July release.
Still, publishers needn’t be shaking in their boots just yet. Edge controls less than 2 percent of global desktop and tablet users, according to SitePoint, and is facing glacial adoption. In contrast, Google Chrome accounts for 54 percent of users, Firefox has 14 percent, and several variations of Internet Explorer controls 15 percent of users.
Microsoft’s move shadows that of Opera, a small browser that’s installing ad-blocking software to its browsers. Google, which makes a large chunk of its revenue from Internet ads, has not (and likely will not) reveal introduce similar software to Chrome.
Update: A Microsoft employee says an ad-blocker won’t be installed into Edge but it will support ad-blocking software.
We are not building a native ad blocker within MS Edge, but we will support third party ad blockers like AdBlock and AdBlock Plus
— Jacob Rossi (@jacobrossi) March 31, 2016
Overheard at Dmexco 2022
Ad tech's jamboree in Germany is back IRL after two years with dissenting voices striking a note of caution.
Member ExclusiveDigiday+ Research: What are publishers’ priorities heading into Q4?
Digiday asked publisher professionals what their business priorities will be in the next six months, as economic uncertainty persists and Q4 rapidly approaches.
NBC News, Remezcla drive site traffic through search and social
Remezcla has seen 48% of its Gen Z audience reach the site through search, and for NBC News, Snapchat has become a top-five traffic driver in the last few months.
Sponsored<strong>How marketers are responding to shoppers’ wants this holiday season</strong>
Matthew Tilley, executive director, marketing, Vericast With the holidays right around the corner, the economy may force some consumers to adjust their plans and stretch their dollars even further. While some shoppers may rein in their spending, others will still go all out despite a cloudy economic outlook. Given the current economic climate, consumers are […]
How A+E Networks cross-promotes podcasts to improve discovery
A+E promotes its podcasts to grow an audience by marketing the shows to its TV audience and finding outside partnerships.
Why IMAX is acquiring AI-driven video company SSIMWAVE
The acquired company provides media and entertainment companies with AI-driven video quality solutions to help minimize image quality issues on streaming services.