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Will native ad-blocking on Microsoft Edge for Android and iOS make anyone use it?

For its built-in adblocking, Microsoft has selected Eyeo’s AdBlock software, which is considered the most popular adblocker around.

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Image: Microsoft

Microsoft is finally bringing native adblocking to the company’s Edge web browser app for both Android and iOS. This follows similar introductions by both Opera and Google in recent months. The feature is already rolling out to those using the beta version of Edge for Android, according to The Verge.

For its built-in adblocking, Microsoft has selected Eyeo’s AdBlock software, which is considered the most popular adblocker around.

As The Verge explains, this is a big deal,

Microsoft’s step is significant, as the company has partnered with Adblock Plus to build this functionality straight into the browser. Google previously unveiled its own ad blocking in Chrome for Android, but it’s not as aggressive as Adblock Plus and most ads aren’t blocked on the majority of sites. Mozilla’s Firefox for Android browser also includes a form of built-in ad blocking, but it’s only activated during an in-private tab session. Samsung Android users can also install Adblock extensions to block ads in Samsung’s browser.

Edge for Android launched late last year, followed by a tablet version. One for iOS soon followed.

The adblocker test is also being conducted on iOS, according to Microsoft. Both versions will arrive on a future public version soon.

Microsoft should receive kudos for bringing native adblocking to its Edge app. Nonetheless, the addition doesn’t guarantee the app will find more users. Currently, Microsoft Edge on Android has 5 million installs. This compares to the 100 million Firefox installs and 1 billion plus for the Google Chrome browser, which is the system default. There’s no word on how many installs have been performed on iOS.

Will adding native adblocking convince you to try Microsoft Edge on your Android or iOS device? Chat below.

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