Almost two years ago, we released the first versions of the Opera browsers with native ad blockers. We made the decision to integrate an opt-in ad blocker into our browsers as we observed a surge in installations of extension-based ad blockers. When we asked people why they used ad blockers, the answer was clear: they wanted to stop being annoyed and for web pages to load faster. They were, however, experiencing the opposite as websites continued to grow in size and load more slowly than ever. The reason for this were bad ads.