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Advertisers' coalition pushes ‘better standards’ for desktop and mobile ads

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James Dixon
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A collation of advertisers and agencies on both sides of the Atlantic have backed a set of global standards that insist their peers stop using annoying online formats that have expedited the rise of adblocking.

It identifies six desktop formats including pop-up ads and auto-play videos alongside 12 mobile web experiences such as presititial ads and full-screen scrollover variants .

(The full list of problematic ad formats can be seen on the coalition’s website).

Many on the list have long been singled out by advertisers and users alike as formats that detract from the user experience, and so the findings from a survey of more 25,000 consumers who rated 104 ad experiences for desktop and mobile web in North American and European markets is unlikely to surprise many observers.

Driven by the Coalition for Better Ads, which was formed at the height of the ad blocking debate last year, the learnings will now be shared amongst its members via presentations with trade associations, conference participation and webinars in the hope that the cited ad formats can be purged from media plans.

The World Federation of Advertisers (WFA), itself a member, has said it will be one of those “strongly encourages its members and all advertisers to review the research and implement the Better Ads Standards in their online campaigns, helping improve the online ad experience for consumers and reduce the incentive to ad block”.

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