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Opera has become the first major browser vendor to incorporates a native ad-blocking feature into its desktop browser.

Krystian Kolondra, SVP of Engineering and Head of Opera for computers, provides more information in a blog post.

“Today, we wanted to share with you a native ad-blocking technology in our Developer channel for Opera for computers…,” she explains. “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.”

The ad-blocking feature, which will become available to all developers and regular users in the near future, is disabled by default. When activated, however, Kolondra promises that page-loading speeds will improve by as much as 90 percent.

The Norwegian software firm also promises that the feature will perform 40 percent better than third-party ad-blocking browser extensions.

A promo video for Opera’s ad-blocking option can be viewed below:

At first glance, this announcement might sound strange considering the mobile web browser is ad-supported by Opera Mediaworks, a subsidiary of the company.

However, as the ad-blocking feature will be accessible in the desktop web browser only, the company is confident there will be no conflict. It also sees the potential for its feature to initiate a positive change in web browser advertising.

“Opera Mediaworks believes in providing the highest quality mobile advertising experience to the user by providing relevant, engaging and beautiful ads that don’t drain data usage powered by mobile-first technologies,” notes a company spokesperson, as quoted by The Register. “We believe that ad-blocking technology is an opportunity and a wake-up call to the advertising industry to pay attention to what consumers are actually saying. We believe the need for ad blocking goes away if companies, such as Opera Mediaworks, focus on delivering a high-quality user experience by delivering non-disruptive, relevant and engaging ads.”

For more information on Opera’s ad-blocking feature, please click here.

To read a discussion on the pros and cons of ad-blocking, click here.