Samsung's Android browser now has support for content and ad blocking plugins. It sounds as if the company wants to make certain that Galaxy users do not switch to Chrome as it makes its built-in browser far more appealing.

The latest version of Samsung's web browser is specifically baked for Samsung devices running Android Lollipop or later.

With the update, however, ads won't be automatically blocked. Users will have to install their own ad-blocking plugins that should help them veer away from ads when surfing the web – much like how ad-blocking apps work in Apple’s Safari browser in iOS 9.

Users may opt for Adblock Fast, which they can directly download via Google Play Store. This extension, which is open source and free to download, is likewise available on iOS. Adblock Fast says it is capable of speeding up page loading eight times more, but uses six times less system requirements than any other ad blockers.

It was not too long ago when Apple silently developed an ad block API into iOS, letting users install apps that block ads from websites. Not surprisingly, this eventually triggered panic among web publishers.

What’s not yet determined at the moment, though, is the precise number of Samsung device owners using the built-in Samsung browser, since there's no denying that Chrome is more popular among Android users.

Meanwhile, when Apple debuted its hotly awaited iOS 9 on September last year, ad blocking applications have soared to the top of the App Store’s list of paid downloads.

Soon after the launching of the operating system, two apps touting ad-blocking capacity bagged the first and the fourth spots – the Peace and Purify Blocker.

Advertisers claimed that if users continue to install ad-blocking apps, a number of websites may shut down as most of them rely upon ads to generate income. This may also result to websites charging their users to gain access to their content.