The team behind Opera Web is planning to make the Internet browser more appealing to users by integrating a feature that will suppress one of the most hated things in the Internet, ads. Opera Software claims that it is rolling out a new update for its desktop browser that will allow it to automatically block ads without the need to install a plug-in.

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While ad blocker softwares are not entirely new in the realm of the Internet browser market, Opera Web is pushing the boundaries further by fully integrating it into its system. While browsers like Google Chrome or Mozilla Firefox do support ad blockers, they still require the installation of plug-ins.

According to CIO, tech analysts report that Internet users who employ the use of ad blockers have surged by as much as 41 percent between 2014 and 2015. A majority of these users are using desktop computer. This is the specific niche of users that Opera plans to attract by integrating ad blocking features into its browser.

Despite the good intentions behind Opera's latest strategy, some tech analysts said that it is just a lame stunt in an attempt to woo users in the market dominated by Chrome, Internet Explorer and Firefox.

Opera claims that since its ad blocker software is natively integrated into the browser itself, instead of being a plug-in, it works quickly and efficiently. Tests conducted by Opera showed that Opera Web loads 45 percent faster compared to Google Chrome equipped with an Adblock Plus extension.

In a statement acquired by CNBC, Opera senior vice president of global engineering Krystian Kolondra said, "Today, bloated online ads use more download bandwidth that ever, causing webpages to load more slowly, at time covering the content that you're trying to see or trying to trick you into clicking 'fake download buttons.' Another rising concern is privacy and tracking of your online behavior"

TagsOpera, Opera Web, Opera Web browser, ad blocker, Opera Web ad blocker, Opera Web ads, Web browser, ad blockers