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BizReport : Advertising archives : May 22, 2015

Android ad blocking browser released by Adblock Plus

Bad news for advertisers, but good news for those who prefer their browsing experience not to be clogged up with ads - Adblock Plus has released its beta version of Adblock Browser, an Android browser that blocks ads by default.

by Helen Leggatt

Just as consumers have embraced the mobile web, so have advertisers. According to Adblock Plus co-founder Till Faida, "advertisers have rushed in... and destroyed the user experience with ads that are often thoughtlessly designed as well as mobile ad networks that are riddled with security holes".

Faida says that the beta release of Adblock Browser will put the control back into mobile users' hands.

The app can not be downloaded from the Play Store. Instead, those who wish to install it must join Adblock Plus' Google+ community page where the APK is available.

Many people already use Adblock Plus on their computer, and the company argues that it's a natural progression to offer the function on mobile. A version for iOS is in the pipeline.

Towards the end of last year, in September 2014, a joint report from Adobe and PageFair found that more than a quarter (27.6%) of Internet users in the U.S. claimed to use adblock software - a 69% YoY increase - accounting for more than 144 million adblock users.

According to the report, 'Adblocking Goes Mainstream', the highest rate of adblock use was found among users aged between 18 and 20 (41%), however, "adblocking has now crossed the chasm from early adopters and tech enthusiasts and into the mainstream audience".

Image via Shutterstock

Tags: adblock, advertising, mobile

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