Samsung has become the first Android phone to offer support for adblocking in its default web browser, following in the footsteps of Apple when it released iOS 9 last year.
The software update is rolling out on devices with the Android Lollipop operating system and higher.
Samsung's content blocker extension API allows third party developers to build apps that block intrusive ads on mobile web and prevent data intensive content such as images to speed up browsing. Previously adblocking could be set up, but this release just makes it easier.
For publishers, it means the two largest smartphone manufacturers have introduced functionality that can have a serious impact upon the monetisation of content, with more expected to follow suit.
In December, industry figures told AdNews audience education and focusing on a better user experience were two measures to overcome the problem.
Others have suggested ad stitching, where ads are built into content in the back end rather than the front end of browsers.
In the wake of Samsung's announcement, Adblocker software companies Crystal and Adblock Fast have already launched versions of their apps for Samsung phones. Such software typically provides a combination of filtering rules while removing user annoyances like malware and unsolicited tracking tools.
The adblocking game of cat and mouse appears set to continue in 2016.
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