With the release of iOS 9 last year, Apple introduced support for ad blocking within its Safari web browser. On Sunday, smartphone maker Samsung debuted its own support for content and ad blocking in the default web browser installed on its Android smartphones. The update, which is rolling out now to devices running Android Lollipop or higher, works in a similar way as ad blocking on Apple’s iOS 9.
That is, it allows third-party developers the ability to build apps that that will block distracting and intrusive ads on the mobile web, as well as strip out extra content from web pages, allowing them to load faster and consume less data.
These apps are made possible by way of Samsung’s new Content Blocker extension APIarriving in the latest version of the Samsung Internet Browser. That means Samsung owners will have to be using the company’s own browser, not a third-party browser like Google Chrome, in order to take advantage of the new functionality.