Instead of going it alone, Samsung has partnered with app developer Rocketship to enable Adblock Fast inside the Samsung Internet browser. The app is already available on iOS, as well as Chrome and Opera, but the Korean electronics giant will enable ad blocking functionality inside its browser via an over-the-air update that will roll out from today.

To utilise Adblock Fast, users must own a Samsung device running Android Lollipop or above. Samsung Internet should already be enabled, but the app is also available as a standalone download on the Play Store. Once those boxes are ticked, it's a simple case of downloading Adblock Fast from the Play Store and enabling it.

Now that Apple and Samsung have opened their browsers, hundreds of millions of smartphone owners are a just a couple of screen presses away from enabling web filters on their device. The promise of 50-percent faster loading times will definitely appeal, but neither Samsung or Rocketship note that blocking ads could impact publishers' ability to generate income and continue sharing "free" content.