BARCELONA MIXER

Advertising coalition extends standards for better mobile and desktop ads globally

Tyrone Stewart

Bad ads

The Coalition for Better Ads – which includes members such as Google, Facebook, Unilever, P&G, and the IAB – is expanding its mobile and desktop advertising standards to all countries and regions around the world.

The Better Ads Standards were first introduced almost two years ago in North America and Europe. Now, as a result of the Coalition’s research involving more than 66,000 consumers in countries representing 70 per cent of global advertising spending, the standards will be introduced everywhere.

The research found that there was an alignment between consumer advertising preferences across all countries and regions, which the Coalition has used to support rolling out the same standards for mobile web and desktop globally.

The Coalition has identified that pop-up ads, prestitial ads, ads with density greater than 30 per cent, flashing animated ads, auto-play video ads with sound, poststitial ads with countdown, full-screen scrollover ads, and large sticky ads all fall beneath the Better Ads Standard on mobile web. Meanwhile, pop-up ads, auto-play video ads with sound, prestitial ads with countdown, and large sticky ads fall short on desktop.

According to the Coalition, around 70 publishers representing almost 300 domains and 27 countries have certified compliance with the standards and the requirements of the Better Ads Experience Program so far.