Bad ads are bad for everyone. Some annoy users because they cover up content or aren’t relevant, and others disrupt users by slowing browsing. Though they come in many shapes and sizes, bad ads lead to a common outcome — a degraded online experience.
Some people who are understandably frustrated with these experiences install ad blockers — software that prevents ads, good and bad, from appearing. When this happens, every publisher pays the price, as it means they earn less money to pay for the free content we all enjoy. For advertisers who create good ads, ad blockers make it challenging to connect with customers. And for consumers, it means they’ll no longer see useful, relevant ads.
To solve the issues with annoying and disruptive ads, an industry-wide solution was needed. Leading trade groups, publishers, marketers, agencies, and technology providers involved in online media came together to form the Coalition for Better Ads with the goal of improving consumers’ experience with online advertising. Together, they developed the Better Ads Standard with the goal of creating a new standard that is backed by empirical data, clarifies how to identify and fix annoying and disruptive ad experiences, and, above all, put the user first.