Microsoft has confirmed that it is going to build ad-blocking into its Edge web browser for Windows 10. The company recently added support for extensions in an Edge preview build, but ad-blocking will be baked in as standard in future releases.
Microsoft revealed the move during its BUILD conference this week with a slide that detailed all of the improvements the company is working on for Edge, and how they ranked in priority. Number one was extensions, according to TechRadar, while ad-blocking was number four.
But while integrated ad-blocking isn’t quite as high on the list as extensions, it’s thought both will be available to the public at the same time — with Microsoft’s Windows 10 Anniversary Update that’s scheduled for release this summer.
It’s not completely clear what integrated ad-blocking will do inside Edge, but it’s likely to work in exactly the same way ad-block extensions do. By making it available as standard, then, Microsoft is simply removing the need to find and install a third-party blocker.
Ad-blockers have long been an issue for a lot of websites, which offer free content that’s supported by ad placements. When visitors use content-blocking plugins, those ads don’t load, and the website is unable to earn any revenue from that visitor.
As ad-blockers become more and more prevalent, then, many websites have seen revenue fall drastically — and integrating this feature into Edge certainly won’t help the matter. But this isn’t the first time Microsoft has targeted online ads.
Inside Internet Explorer, the company already offers Tracking Protection Lists, which blocks some online ads. Of course, it’s ultimately up to users to decide whether or not they want to enable this functionality.