The Independent’s commercial director has described working with a browser extension that will show opted-in users advertising related to their music tastes as a “no brainer”.

Users who download Into-It onto their browser and tell it what music artists and genres they like will see some personalised banner adverts on The Independent and The Guardian which are trialling the tool.

The ads, which might tell users about concert dates, album launches or merchandise for artists they like, are designed to help music companies like record labels, music festivals and vinyl shops target a highly engaged audience who have actively said they are interested.