Opera is trying a fresh developer edition -- the first desktop browser that incorporates a built-in ad blocking feature. The software company claims that it will speed up the loading of web pages by as much as 90 percent.

This new innovation will heat up the already fiery battle between competing web browsers. By launching its upgraded browser, the Norway-based company becomes the first to introduce a desktop web browser with built-in ad blocking.

This set-up will encourage web users to use this innovative browser if they want a faster and improved web browsing experience.

Rival browsers such as Firefox and Chrome give users the option to use plugins such as AdBlock Plus the job of blocking ads. With the 37.0.2162.0 developer build of Opera, which is good for Windows and Mac OS computers, the ad blocker is already integrated into the software - so there's no more need to install ad blocking plugins.

The software company claims that if the ad-blocking feature is turned on by the user, the time by which the web page is loaded will be reduced by as much as 90 percent. This was confirmed by PCWorld when it used a test build.

It comes as a surprise to many observers that Opera has developed this type of browser. This software company also operates its own online advertising business. Currently, this Norway-headquartered company is undergoing the process of acquisition by a group of Chinese companies. The company is quick to say though, that it launched this innovation to improve the web-surfing experience of users.

"Advertising fuels the internet, allowing for many services to be free for users," said Krystian Kolondra, Opera SVP of Engineering and Head for computers.

"But, as our new research shows, most webpages today are significantly slowed down by bloated ads and heavy tracking. We don't accept it - we want the web to be a better place for us all, as users," Kolondra added.