Global advertising trade group, The World Federation of Advertisers WFA, has proposed plans that could see the creation of a global advertising watchdog that would regulate internet ads.
That's in addition to the 198 million desktop ad blocker users.
The coalition will help technology partners to collect data on the kind of advertising consumers find annoying.
WFA CEO Stephan Loerke explained that the proposals go one step further than other existing plans to identify and remedy the cause of ad blocking because they will be based on real consumer data — "removing the arbitrary opinions of industry leaders or self-appointed consumer representatives."
Loerke wouldn't discuss at this stage how the self-regulatory body would be funded — but he did say the cost would only be a fraction of global ad spend.
—Ad technology companies will stop serving formats and frequencies which the data indicates to be generally problematic, and will invest in developing experiences better aligned with consumers.