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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.