Industry launches Coalition for Better Ads

COLOGNE, GERMANY (dmexco) %u2013 September 15, 2016 %u2013 Leading international trade associations and companies involved in online media are joining forces to improve consumers' experience with online advertising. The Coalition for Better Ads will leverage consumer insights and cross-industry expertise to develop and implement new global standards for online advertising.

The Coalition will focus on several initiatives in the coming months:

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 Coalition will draw upon consumer research in shaping the standards.

"Ads support free content, quality journalism and enable social connections across the Internet," said Stephan Loerke, CEO of the World Federation of Advertisers. "But people are telling us they are fed up with how ads are being delivered on their favourite sites. We hear that message loud and clear. Today's announcement is an important step forward in shaping a worldwide response."

Founding members and supporters of the Coalition, in alphabetical order, include the American Association of Advertising Agencies (4A's), Association of National Advertisers (ANA), BVDW Germany, Digital Content Next, DMA, European Publishers Council, Google, GroupM, IAB, IAB Europe, IAB Tech Lab, as well as additional national and regional IABs, Network Advertising Initiative (NAI), News Media Alliance, Procter & Gamble, Unilever, The Washington Post, and World Federation of Advertisers (WFA). Companies and trade associations that wish to join the Coalition can learn more at www.betterads.org.

To read the full press release click here.