Welcome to the browser wars of 2020 where both Google and Microsoft are competing for greater market share.
With the widespread use of Windows and its commitment to Internet Explorer, Microsoft once dominated the browser landscape. Then in 2008, Google launched the Chrome browser, which offers better performance and features.
In accordance with StatCounter, in May 2012, Google had reached Microsoft and quickly surpassed it, while Internet Explorer faced a sharp decline.
Trying to regain browser market share when Windows 10 was first launched in 2015, Microsoft released Edge as the default browser. The successor to Internet Explorer, however, was incomplete with many key features missing.
Although it was the default browser in Windows 10, Microsoft Edge failed completely to gain lost market share.
With Google Chrome holding over 68% market share in 2018, Microsoft has decided to rebuild its Edge browser using the same Chromium Chrome machine with additional features and a modern user interface.
The first stable release of the new Microsoft Edge was released on January 15, 2020 and has been welcomed by both users and critics alike.
By performing at the same level as Chrome and supporting virtually all the same features, Google may be starting to worry.
Over the past two weeks, Google has been displaying more and more ads on web properties targeting users of the new Microsoft Edge browser.
As Microsoft Edge is based on Chromium and shares the source code with Google Chrome, it means it can also use Chrome extensions.
Last week, Google's Web Chrome started displaying a warning to Edge users who recommended switching to Chrome for better security.
"Google recommends going to Chrome to use extensions safely," the warning says.
Since then, Google has introduced Chrome to Edge users on even more of their web services, such as Google Docs, Google News, Google Search results, and even Google Translate.
To do this, Google uses the browser's "user-agent" sting to identify all Edge users visiting these services and to display a warning message which suggests that you switch to Chrome.
Microsoft is also involved
However, Google is not the only one involved in these types of advertising tactics.
Microsoft has started using them Windows 10 to advertise Edge in the Start menu, Windows search results, and also uses Bing to display alerts when users search for "Chrome".
Earlier this month, Microsoft began using the "Windows 10 Start" menu to point out to all its users Firefox to switch to the new Microsoft Edge.
Microsoft is also launching the new Edge browser on Bing when users search for Chrome.
Finally, Microsoft is trying to discourage people from changing their default browser to Windows 10 to something other than Edge.
Just yesterday, Microsoft launched the new Microsoft Edge browser via Windows Update on Windows 10 Insiders and in a few weeks to all other users.
This will instantly increase Edge's market share as each and every user of Windows 10 gets the new browser and possibly starts using it.
This move will escalate things further as the two masters fight for a bigger share market.