New global internet ad regulator forms with Google helping lead


At the Dmexco advertising industry trade show currently underway in Cologne, Germany, a new coalition group was announced on Thursday to try to address the problem of bad advertising on the web. The new group is called the Coalition for Better Ads and includes a variety of companies and groups who are joining together to try to get in front of the rise of ad blocking technology. Not surprising, Google, which relies heavily on advertising, is helping lead the effort.

According to the Coalition, several initiatives are underway:

  • creating a consumer-based, data-driven standard for the online advertising industry to improve the consumer ad experience;
  • deploying technology, to be developed by IAB Tech Lab, to implement the standard;
  • encouraging awareness of the standard among consumers and businesses in an effort to get the standard and related technologies adopted.

According to sources, the technology to implement the new standard will consist of code that scans and scores advertising, requiring a certain minimum score to be achieved in order for an ad to appear to consumers.

One of the problems advertisers, and those delivering the ads, are seeing is that consumer efforts to block ads can have a negative financial impact on a business’s financial model. Stephan Loerke, CEO for the World Federation of Advertisers, explains it:

“Ads support free content, quality journalism and enable social connections across the Internet. But people are telling us they are fed up with how ads are being delivered on their favourite sites. We hear that message loud and clear. Today’s announcement is an important step forward in shaping a worldwide response.”

Founding members of the Coalition include:

  • 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,
  • additional national and regional IABs,
  • Network Advertising Initiative (NAI),
  • News Media Alliance,
  • Procter & Gamble,
  • Unilever,
  • The Washington Post, and
  • World Federation of Advertisers (WFA).

Google’s involvement with the Coalition goes back to at least 2015 when the company started to get vocal about the advertising industry implementing some self-regulatory measures in order to deal with rising consumer interest in ad blockers. Google went so far as to appoint Scott Spencer, who came to the company with their purchase of DoubleClick Ad Exchange, to lead an initiative pushing for “sustainable advertising.”

The first consumer facing piece is expected to appear in 2017 when the new IAB Tech Lab developed software starts to hit the market and impacts the ads that consumers see. Meanwhile, the Coalition is soliciting interest from organizations and businesses that want to join. Getting new members will be important as the Coalition says their efforts to deliver a better online advertising experience will be paid for by the membership.

source: Coalition for Better Ads
via: Business Insider

About the Author: Jeff Causey

Raised in North Carolina, Jeff Causey is a licensed CPA in North Carolina. Jeff's past Android devices include an HTC EVO, a Samsung Note II, an LG G3, and a Motorola Moto X Pure Edition along with a Samsung Galaxy Tablet 10.1. He currently uses a Samsung Galaxy S8 and (very rarely) a Nexus 7 (2013). He is also using a Verizon-branded Motorola Moto Z Play Droid supplied by his job. Jeff used to have a pair of Google Glass and a Moto 360 Sport in his stable of gadgets. Unfortunately, his kids have all drunk the Apple Kool-Aid and have i-devices. Life at home often includes demonstrations of the superiority of his Android based devices. In his free time, Jeff is active an active runner usually training for his next marathon, owns a MINI Cooper, and plays Dungeons & Dragons. Jeff has three mostly grown kids and a golden retriever.

  • Richard Dennis

    Problem with ads #1 I dont think 146 adds on the same page support quality journalism/free content. #2 To much content is click bait to sell ads #3 Ads are too intrusive. #4 Just as in selective hearing with my kids, i have learned to completely tune out ads, so are they really effective? If these things can be fixed i will gladly uninstall my ad blocker.