Microsoft has incorporated a native ad-blocking feature into the beta version of the Edge browser for the Android operating system. To implement its latest feature, the software giant utilized the Adblock Plus software developed by the tech firm Eyeo. Since it is integrated into the browser, there is no need for users to separately download and install an ad-blocking extension. Furthermore, this feature can be managed through the settings of the internet browser. Right now, this feature is only available to the beta testers of the Edge browser, although the stable version of the app will also receive the new functionality in a future update.
This is not the first time that an ad-block feature has been incorporated into a browser. Google and Opera already introduced ad-block features into their respective browsers, although the Mountain View-based search giant only blocks "bad" advertisements, which are defined as intrusive advertisements that negatively affect the content consumption experience of the user. In contrast, the ad-blocking feature of the Edge browser is considerably more aggressive compared to the functionality implemented by Google, since it blocks nearly all advertisements on a web page. Aside from Edge, Chrome, and Opera, there are also other browsers that allow users to separately install ad-blocking extensions. These include Mozilla Firefox and Samsung Internet.
Microsoft Edge for Android was launched by the software giant back in November 2017, and it is already installed on more than 5 million Android devices. This browser includes features like Continue on PC, which moves content between user's mobile devices and personal computers, and the Hub View, which shows all the user's favorites, reading list, history, and bookmarks in one location. In addition, the Edge browser also includes a QR Code Reader and Voice Search functionalities. Recent updates to the application have also added features like support for accounts managed by Intune, the cloud-based mobile device management service of Microsoft. In addition, users of the Edge browser may now also add bookmarks to e-books and modify the browser's text spacing. Interested users may download the application from the Google Play Store, and the app supports devices that run Android 4.4 KitKat or newer.