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Coalition of Internet Advertisers Formed To Improve Consumer Experience

Coalition for Better Ads

engine

2:44 pm on Sep 16, 2016 (gmt 0)

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Major advertisers and businesses involved in the Internet, including Facebook and Google, IAB and IAB Europe, have formed a new coalition to "improve consumers’ experience with online advertising." Clearly, the ongoing problems with ad blocking, and of consumer dissatisfaction over intrusive advertising, certainly has the attention of the businesses involved, and have formed the Coalition for Better Ads.

The IAB on its own has certainly been concious of the problems associated with ad blocking, intrusive ads on the user, and it laid out its plans on L.E.A.N. (Light, Encrypted, AdChoice supported, and Non-invasive ads) scoring. [webmasterworld.com]

...The Coalition for Better Ads will leverage consumer insights and cross-industry expertise to develop and implement new global standards for online advertising. Coalition of Internet Advertisers Formed To Improve Consumer Experience [betterads.org]

Founding members and supporters of the Coalition, in alphabetical order, include the American Association of Advertising Agencies (4A’s), Association of National Advertisers (ANA), BVDW Germany, Digital Content Next, DMA, European Publishers Council, Facebook, Google, GroupM, IAB, IAB Europe, IAB Tech Lab, as well as additional national and regional IABs, Network Advertising Initiative (NAI), News Media Alliance, Procter & Gamble, Unilever, The Washington Post, and World Federation of Advertisers (WFA). Companies and trade associations that wish to join the Coalition can learn more at www.betterads.org.

weeks

12:45 am on Sep 20, 2016 (gmt 0)

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This is from The Onion, right?

engine

8:14 am on Sep 20, 2016 (gmt 0)

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hehehe, no, certainly not, but it does show that the businesses involved are well aware of the implications of ignoring the rise of the ad blockers and the negativity of a bad experience.

We've all had them, i'm sure: Visiting a site results in video ads starting with sound on, or more annoying for me, the editorial content suddenly scrolls down and away from sight as an ad is inserted, however, as soon as you've scrolled down to continue reading, the ad collapses and the editorial content moves up the screen. Worse is the problem of a nasty payload.

mcneely

10:34 pm on Sep 20, 2016 (gmt 0)

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Better Ads huh? -- Really? ... Back in the day, auto-start and mouse-over anything was a bad deal -- It was frowned upon on our end and it just wasn't done.

These days however, any 5 dollar an hour mop-jockey in the back office has the capacity to copy and paste to his or hers hearts content when it comes to ads .. CMS builds with the "insert-ad-here" box on the back-end that allows for all kinds of spectacular results once the page begins to load.

Ad companies are fine - It's those wanna-be rock-stars and company gurus you've got to keep an eye on, thinking they are the bees knees because they can copy and paste on their own any time they want.

Sure, this all looks good on the surface - The true test will come when major publishers will finally have make the hard choices, like for instance, building for the visitor-ship, or building for the ad companies -- My money's on the ad companies mostly because money screams much louder than a good user experience does.

engine

8:18 am on Sep 21, 2016 (gmt 0)

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Much of this has to be about education, surely. As you say, money speaks loud, but, really, how effective is an annoying ad compared to something that doesn't scream at you? I completely ignore those annoying ads and more often don't return to sites that are laden with the annoyance.

smilie

3:23 pm on Sep 23, 2016 (gmt 0)

Better Ads?

Is this one of the ways to beat Adblock?

Because sounds like it is. If you can't buy them , if you can't subvert and corrupt them (as they did to firefox Adblock extension, discussed in another thread). Then join and lead them (the wrong way).

Clearly from Rules for Radicals.

How about for this, crazy, idea. How about to pay webmasters more for Adsense. And make a payout percentage not an obfuscated but an OPEN number. So webmasters can be on your side.