We plan to have Chrome stop showing ads (including those owned or served by Google) on websites that are not compliant with the Better Ads Standards starting in early 2018.
Mobile Web Ad Experiences
The following types of ad experiences were least preferred by consumers and beneath the initial Better Ads Standard for mobile web:
Desktop Web Ad Experiences
The following types of ad experiences were least preferred by consumers and beneath the initial Better Ads Standard for desktop web:
The Coalition for Better Ads has developed initial Better Ads Standards for desktop web and mobile web for North America and Europe, based on comprehensive research involving more than 25,000 consumers.
The Coalition encourages advertisers, publishers, and advertising technology providers to review its research and the initial Better Ads Standards, as part of their efforts in the marketplace to improve the online ad experience.
- Advertisers can use the initial Better Ads Standards to inform campaign development and execution
- Publishers can use the initial Better Ads Standards to develop improved experiences for their audiences
- Ad technology platforms can use the initial Better Ads Standards in the development process for new ad experiences
- Providers of measurement technologies can use the initial Better Ads Standards to develop new ways to assess marketplace prevalence of the ad experiences preferred by consumers
Consumers today expect their digital experiences to be fast and seamless. If they’re not, the outcome can be costly. One bad ad experience can motivate someone to install an ad blocker, and once they do, every publisher on the web pays the price. In 2015 alone, ad blocking cost publishers $21.8 billion.
As of December 2016 more than 600 million devices — 11% of the world’s entire internet-connected population — were running ad blocking software globally. Although people say they use ad blockers for many different reasons, the most common cause cited is that there are simply too many annoying ads.