AdBlock Plus threatens growing mobile ad market as its Android web browser enters beta

AdBlock Plus, one of the world’s most widely used ad blocking extensions, is set to launch its own dedicated mobile browser which will reportedly remove native ads by default.

The app, which is due to enter beta on the Android platform today (Wednesday 20 May), will automatically block native online ads and make the browsing experience for mobile users almost completely ad free.

Furthermore, the firm also claims the app will help save 23 per cent of smartphone battery power in addition to online data.

If fully developed and widely adopted, the AdBlock Plus’ browser could threaten mobile ad revenues in the near future – in much the same fashion the service has on the desktop platform.

AdBlock Plus has received over 400 million downloads with it whitewashing ads from web browsers’ throughout the world.

Having done so, Eyeo, Adblock's owning company, enables firms such as Google, Amazon, Microsoft and Taboola to reach users for 30 per cent of the revenue from unblocked ads.

Opt in to beta test the browser here on Google Play.

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