Asus is looking to step up its game even further in the smartphone market come 2016. All upcoming Asus smartphones will now be equipped with AdBlock Plus. The new phones will automatically be switched on unlike before. On older Asus phones, users were prompted to download an ad-blocking application for the Android phone's browser.

Several months ago, there was much praise by many of those who used AdBlock when AdBlock Plus became available for handheld devices. Apps have a tendency of being annoying and obtrusive to one's work. These ads could also make users more susceptible to malware so there is really some security benefits in adblocking facilities such as AdBlock Plus. However, media companies, most especially those who are still reeling from the transition from print to web publishing, would most often depend on users who would see those ads for revenue. It's a difficult situation to be in and it offers no easy solution. 

According to a report with Tech Times, Asus has become the first computer hardware and electronics company to provide the adblocking software for their customers. the inclusion of AdBlock as a default app was done as part of a collaboration with AdBlock. The collaboration between the two companies signaled a strategy that other tech giants might consider in the near future should it prove to be a success.

Engadget reported that the impact might be on a relatively small scale. ASUS' browser is reported to have 15 million users compared to the hundreds of millions using the other alternatives, such as Google Chrome or Mozilla Firefox.

The website also noted that the policy won't do much if for users who immediately switch to Chrome or Firefox whenever they get a new device. Engadget says that it's a "watershed moment" where many people will be surfing the web who don't realize the missing ads.

"We're extremely happy to team up with Asus, the first major hardware manufacturer to integrate ad blocking into their mobile devices," said AdBlock CEO and co-founder Till Faida in a report with Motherboard.

Faida said that the collaboration with Asus was another call for innovation in the ad industry.
Presently, AdBlock Plus still allows some ads to pass through its filters as part of the Acceptable Ads that is offered as a somewhat "olive branch" to its advertisers. These advertisers have most often been using more unconventional ways to advertise, via sponsored content or even native advertising on a site.