Google, Facebook, P&G and other media giants launch Coalition for Better Ads

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The Coalition for Better Ads, whose members include key top names in marketing and technology platforms, will is looking to drive new standards for improving ad experience.

Possibly one of the biggest marketing coalitions, it aims to tackle the rise of ad blocker usage among consumers and calls for a reduction in annoying ad formats.

According to the press statement, the coming months will see the Coalition will focus on creating consumer-based, data-driven standards for improving ad experience; develop and deploy these standards together with IAB; and promote these standards among consumers and businesses to drive uptake.

Global use of ad blockers grew by 41% YoY from Q2 2014 to Q2 2015, according to an Adobe and PageFair research.

Research firm Ovum predicts US$35 billion in ad revenue lost by 2020 due to ad blocking, while the Adobe and PageFair research noted that US$22 billion in ad revenues was wiped out in 2015 as a result.

Mobile ads, a key focus for many Asian marketers, is also being affected.

According to Priori Data a fifth of the world’s internet users have installed a mobile ad blocker.

The Coalition announcement will concern companies like Eyeo, which championed ad blocking with its AdBlock Plus extension and is now looking to reap dividends by announcing an Acceptable Ads Platform that will help publishers to choose pre-whitelisted ads for a fee that it will take a cut from.

It remains to be seen whether ads that follow the Coalition’s standards will be able to pass through AdBlock Plus, or filtered out with only ads from Eyeo’s platform being allowed to be viewed by consumers who installed the extension.

The 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).

Further reading:

Ad block champion starts adtech exchange

Facebook unblocks blocked ads

Data and its role in content marketing success