Initial Better Ads Standards: Least Preferred Ad Experiences for Desktop and Mobile
The latest scoop is that the Coalition for Better Ads has created initial Better Ads Standards for desktop and mobile web for both US and Europe, based on comprehensive research involving more than 25,000 consumers.
Word is: “The Coalition’s research identifies the ad experiences that rank 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. Four types of desktop web ads (six tested ad experiences) and eight types of mobile web ads (twelve tested ad experiences) fell beneath this threshold. A summary of these types of ad experiences is presented below.”
Also, in January 2018, the Coalition is starting to roll out of the Better Ads Experience Program, a voluntary initiative for industry participants to improve the online ad experience for consumers and promote marketplace adoption of the Better Ad Standards.