The Coalition for Better Ads has introduced a new programme to review online ad experiences sold in the market and validate their compliance with Better Ads Standards. 

Better Ad Standards aims to identify the ad experiences that fall beneath a threshold of consumer acceptability and are most likely to drive consumers to install ad blockers. More than 100,000 consumers have participated to date in the Coalition’s research to develop its set of Better Ads Standards.

Four members of the Coalition – AdColony, Kargo, Mediavine, and Ogury – are the first companies to have their ad experiences reviewed and certified as compliant with the applicable Better Ads Standards for desktop web, mobile web, and short-form video.

“The Better Ads Standards identify the ad experiences that are least preferred and most annoying to consumers, falling beneath a threshold of consumer acceptability,” said Director of the Coalition for Better Ads, Neal Thurman. “This programme responds to strong interest from companies that sell ad experiences for the ability to demonstrate their adherence to the best practices embodied in the Standards to their business partners.”