In a bold move which will undoubtedly ruffle some feathers, Adblock Plus is launching a beta ad-blocking browser for Android mobile devices.
Powered by desktop ad-blocker Adblock Plus, the new Android browser will automatically block “annoying” adware, as it looks to speed up mobile browsing and save battery life.
Co-founder of Adblock Plus, Tilla Faida, said that advertisers have “destroyed the user experience” and that creating a mobile version of the product was a “natural development”.
“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,” said Faida.
“Adblock Browser for Android puts the control back into users’ hands. A complete Android browser app is a natural progression for us.”
Adblock Plus, which has been downloaded more than 400 million times, recently made the headlines after it defeated a group of German publishers who took the company to court arguing that the product was anti-competitive.
Responding to the ruling, the company’s project manager, Brian Williams, encouraged publishers, advertisers and content creators to work with Adblock Plus, rather than against them.
“Let’s develop new forms of non-intrusive 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,” Williams said.
