In January 2018, the Coalition will begin rollout of the Better Ads Experience Program, a voluntary initiative for industry participants to improve the online ad experience for consumers and promote marketplace adoption of the Better Ad Standards. Based on a framework developed by the Coalition, the Better Ads Experience Program will certify web publishers that agree not to use the most disruptive ads identified in the Standards and will accredit browsers and advertising technology companies that will assess publishers’ compliance with the Standards and filter digital ads based on the Standards.
The Program will maintain a register of certified companies that will not have ads on their sites filtered based on the Standards by browsers and advertising technology companies that participate in the Program. If compliance issues arise, certified companies will be notified and have an opportunity to address violations or to pursue review by an independent dispute resolution mechanism available through the Program. Additional details about the program, including the registration process, fees, and other details, will be released in January for review by companies that are interested in participating.
The Better Ads Standards currently have been developed for the desktop and mobile web environments in Europe and North America. The Coalition’s extensive consumer research identified the following types of desktop ad experiences beneath the Better Ads Standard: pop-up ads, auto-play video ads with sound, prestitial ads with countdown and large sticky ads. For the mobile web environment, the following types of ad experiences fell beneath the Better Ads Standard: pop-up ads, prestitial ads, ads with density greater than 30%, flashing animated ads, auto-play video ads with sound, poststitial ads with countdown, full-screen scrollover ads, and large sticky ads.
Reacting to the News, Townsend Feehan, CEO IAB Europe said:
IAB Europe has supported the Coalition for Better Ads as well as its comprehensive research which provided valuable insights to assess the kinds of ad experiences European users were getting and importantly to identify the types of experiences that European users do not want to receive. We now look forward to seeing the Coalition’s Standards being broadly implemented through the framework of the “Better Ads Experience” Program. Providing clear and transparent guidance for the marketplace on how to engage with the Program as well as on the broader role of the Coalition will be key for the success of this initiative. We expect to contribute to this critical process with our geographically varied and wide-reaching expertise of a leading association for the online advertising ecosystem.