Microsoft Corporation (NASDAQ:MSFT) is making plans to create an ad blocking extension for its Windows 10 default browser known as Edge.
The company’s plan was to divert enough attention to the Edge browser to make it more appealing to users since its launch together with the launch of Windows 10 in 2015. The ad blocking extension for Edge will reduce the need for ad block extensions such as AdBlock Plus. The new browser replaced Microsoft’s Internet Explorer browser which was somewhat lacking in many ways.
The AdBlock Plus maker had announced recently that it will release an AdBlock Plus extension for the Edge browser, but users will not need to install that extension once Microsoft releases its own ad block extension. Microsoft’s plan is to release the new extension as part of the first-anniversary update for Windows 10. Analysts believe that the tech giant could be planning to release the extension for developers as well as the browser users.
Apple Inc. (NASDAQ:AAPL) has also released an ad blocking extension for Safari browser for handsets and there are rumors that Mozilla is also working on its own ad block feature. Microsoft is also expected to reveal a few other extensions that it has been working on for the Edge browser. Developers also expect to get a preview of the features as expected from the Microsoft way of doing things. Users are eagerly waiting for JavaScript extensions such as the ones offered by the Chrome browser from Alphabet Inc (NASDAQ:GOOGL).
The release of the feature for Edge will be a significant step for Tracking Protection Lists (TPLs) which offer privacy protection in Edge. There has always been some controversy around TPLs partly because Microsoft had acquired a Quantive shortly after the debut of TPLs to help the company boost the competition against Google’s online advertising venture. However, the move was a failed attempt and Microsoft almost wrote down the acquisition. So far it is not clear how the ad blocking extensions will work, but that will soon be known in the next few weeks when the company launches the extension.