Adblock Plus launches ad-filtering app for Android devices


Adblock Plus is extending its signature ad-filtering software to smartphones and tablets running Google's (NASDAQ:GOOG) Android, introducing a free application designed to eliminate advertisements across the mobile Web and within other apps.

Available for download from the Google Play storefront as well as the site, Adblock Plus for Android touts the same features included in the firm's Internet browser extensions. The app runs in the background and enables users to define filters that determine what content each site or app is permitted to load, as well as collapse unwanted sections of a webpage. Adblock Plus alleges that once ads are stopped from rendering, consumers can experience Android browsing speeds up to 40 percent faster than before.

The Adblock Plus app is optimized for devices running Android 2.1 or higher. Adblock Plus states the app does not require consumers to root their device but notes rooting is "always desirable, since it is the only way to seamlessly block ads on all connections."

Adblock Plus first rolled out its desktop extension in late 2006 and now counts more than 50 million users worldwide.

While Adblock Plus for Android seems destined to emerge as a consumer favorite, Google and its developer and marketing partners are unlikely to welcome the app's arrival. The Interactive Advertising Bureau and PricewaterhouseCoopers report that mobile ad spending increased to $1.2 billion during the first half of 2012, a 95 percent year-over-year increase, and many Android developers rely on in-app advertising revenues to monetize their efforts. Google's own mobile ad run rate now exceeds $8 billion, and earlier this year, CEO Larry Page said he expects mobile ad revenues to eventually eclipse their desktop counterpart.

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