While ad-free browsing may be faster and more convenient for web users, websites end up paying a price. Ad-blocking cost digital publishers an estimated $22 billion in revenue in 2015, with around 198 million global people using the software, according to a report by PageFair and Adobe.
In response to the rise of ad-blocking, the New York Times began trialling a system this week that detected visitors to the news site using an ad-blocker and asked them to purchase a subscription or "whitelist" the site (make it exempt from the ad-blocker).
Opera follows Samsung and mobile phone company Three in implementing ad-blocking services. Previously, internet users had to download and install ad-blocking software.
According to Eleni Marouli, senior analyst at IHS Technology, there is a trend of telecom companies trying to be included in the mobile advertising ecosystem.
"Telcos have traditionally been just data 'pipes' which provided the infrastructure for mobile internet and hence mobile advertising," she said in a report. "They have attempted to monetise content through advertising, but have made little progress in claiming significant market share.
"The ad blocking announcement (by Three) is a plea to companies like Facebook and Google to include Three and other mobile operators in the mobile advertising value chain."
Follow CNBC International on Twitter and Facebook.