The Coalition for Better Ads announced that it has developed a Better Ads Standard for short-form video for desktop, mobile web and in-app environments to expand its efforts to improve the online ad experience for consumers. 

WFA member benchmark on viewability. This survey represents the industry’s first collective set of benchmarks on the level of ‘in-view’ impressions across more than 20 markets.

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This 2017 online survey contains responses from over 11,000 internet users across 11 EU countries. Responses cover the types of content users accessed online, their attitudes to data-driven advertising, and their willingness to pay for content as an alternative to advertising.

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The Coalition for Better Ads has released initial Better Ads Standards for desktop and mobile web that reflect consumer advertising preferences in North American and European markets. The initial Better Ads Standards are based on research during which consumers were asked to read articles on simulated high quality content pages, and then to rate comparatively the different ad experiences they received. Over 25,000 consumers rated 104 ad experiences for desktop web and mobile web. The Coalition’s research identifies the ad experiences in both North America and Europe that ranked lowest across a range of user experience factors, and that are most highly correlated with an increased propensity for consumers to adopt ad blockers. These results define initial Better Ads Standards that identify the ad experiences that fall beneath a threshold of consumer acceptability. 

 The intention of this compendium is to raise awareness of ad fraud among brand owners and to provide the knowledge and best practices to effectively counter it. This document seeks to encourage brand owners to adopt these best practices and to work with industry partners to make the changes necessary to reduce fraud substantially.