The Coalition for Better Ads, which includes members such as Facebook, Google, Unilever and IAB, has released its first set of standards as it seeks to remove annoying ad formats from both desktop and mobile web in North America and Europe.

Research carried out by the coalition, of more than 25,000 consumers who rated 104 ad experiences on both mobile and desktop, found that ad formats that were rated lowest by consumers highly correlated with an increase in the likelihood that they would adopt ad blockers. It was found that 12 mobile web ad experiences and six desktop web were deemed unsatisfactory.

“We hope these initial standards will be a wake-up call to brands, retailers, agencies, publishers, and their technology suppliers, and that they will retire the ad formats that research proves annoy and abuse consumers,” said Randall Rothenberg, President and CEO, IAB. “If they don’t, ad blocking will rise, advertising will decline, and the marketplace of ideas and information that supports open societies and liberal economies will slide into oblivion.”

The coalition’s research identified pop-up ads, prestitial ads, flashing animated ads, auto-play video ads with sound, and more, as falling short of its initial standards on mobile web. Meanwhile, pop-up ads, auto-play video ads with sound, prestitial ads with countdown, and large sticky ads, fell short on the desktop end.