The ‘Coalition for Better Ads’ aims to take on the “Herculanean task” of bringing together advertisers, agencies, ad tech and publishers to come up with global standards on digital advertising to tackle the rise of ad blocking.
Google, Unilever and Procter & Gamble are among brands that have signed up to a new global coalition that aims to come up with global standards on digital advertising to help rid the internet of annoying ads and formats that frustrate consumers.
Speaking on stage at Dmexco today (15 September), Stephan Loerke, the CEO of the World Federation of Advertisers (which represents global brands such as P&G), said the ‘Coalition for Better Ads’ will aim to come up with standards based on data and research, as well as on insights from consumers.
It has three main goals:
- Create consumer-based, data-driven standards that companies in the online advertising industry can use to improve the consumer ad experience
- In conjunction with the IAB Tech Lab, develop and deploy technology to implement these standards
- Encourage awareness of the standards among consumers and businesses in order to ensure wide uptake and elicit feedback
The idea is that ads will be scored based on factors such as load time, format and size with ads needing to meet certain minimum standards to appear on publishers’ websites. While there is a number of founding partners of the coalition, any brand, publisher, agency, ad industry body or ad tech provider can join up and help influence what these standards should look like and what the minimum criteria should be.
Bron en volledig artikel: MarketingWeek