The digital advertising industry is up for a new challenge. Google recently announced late last year its latest plans to block ads that are classified as “annoying” to online users. This results from the industry group, Coalition for Better Ads, which comprise of various companies. GroupM, AppNexus, and Criteo are a few among the many members while others such as Google and Facebook stand as the Coalition’s board members. The Coalition strives to prevent the increased threat of ad blocking, which would deeply affect digital advertising companies across the board. Today, we will have a look at Google’s Better Ads initiation, which is sparked by the Coalition.
Who and what is the Coalition for Better Ads?
Coalition for Better Ads is an organization primarily based off of consumer and tech research. The Coalition aspires to leverage consumer insights and cross-industry expertise. This is to develop and implement new global standards expected from online advertisers. From their website directly, the Coalition for Better Ads
“has been organized by leading companies in the digital advertising industry to help create consumer-centric and data-driven standards, best practices, and other resources than can be used to enhance the consumer online advertising experience, and to further the continued vitality of innovative, ad-supported digital services.”
In hopes of preventing complete ad blocking from online users, Coalition for Better Ads have created an initiative to transform the industry. The idea is to educate, classify, and implement research-based tactics to enable safe advertising.
Implementation of standards
Google bases its decision on which ads across the web are Better Ad complaint through the Coalition’s implementation of standards. These are based on extensive research involving more than 25,000 consumers. Low-ranked ad experiences that were highly at risk to adopt ad blockers resulted in these standards. Through many initiatives, the Better Ad standards identify which ad experiences fall beneath a threshold of consumer acceptability. The implemented research “provides insight into the consumers’ evaluation of a far broader range of ad experiences,” which promote the Coalition’s desire to learn from and later offer users a better ad experience. With this, the Coalition is able to encourage awareness among consumers and businesses in the industry. This leaves the possibility of continued innovation in developing new ad experiences.
What regulations are to be followed to avoid having an ad blocked?
Under the Coalition’s “Better Ads Experience Program,” online marketers must comply with the following standards of the group. This is primarily based on the Ad Experience Report. There are 12 types of adverts that Google Chrome will block, which include both mobile and desktop experiences. The following are not compliant with the Better Ads Standards: Pop-up ads, Auto-playing Video Ads with Sound, Prestitial Ads with Countdown, Large Sticky Ads, Ad Density Higher than 30%, Flashing Animated Ads, Positial Ads with Countdown, and Full-screen Scrollover Ads. In light of Google’s new regulation, plista is proud to announce that our clients’ ads and content will not be one of the many that will be removed or blocked from Google Chrome. We can confirm and reassure that plista is Better Ads compliant.
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