Google and IAB to develop standards for online advertising

The popularity of ad blockers has forced Google to seriously address this problem.The company is ready to develop a unified policy so that the audience will finally stop avoiding online advertising. Now the project has taken shape in the Coalition for Better Ads - its creation was announced at the Dmexco conference, which is taking place in Germany.

The coalition will become a kind of regulator in the digital market. Its members have gathered to develop global standards for online advertising. This will be done by the largest Internet companies, advertisers, publishers and agencies: Google, Unilever, P&G, The Washington Post, the American Association of Advertising Agencies (4A's), the IAB, GroupM, Facebook and others.

Market leaders have decided to join forces to improve the user experience associated with online advertising. Standards will be developed based on consumer insights and expertise that will cover a wide range of areas. The Coalition's goal is to ensure safety, speed and privacy when users interact with their favourite sites and services.

By working together, experts can make a difference and offer users the experience they've been waiting for. It's time for marketers and advertisers to look at themselves and understand why consumers aren't responding to existing types of advertising, says Nancy Hill, head of 4A's. Implementing the new rules, as expected, will be the IAB Tech Lab.

First, the coalition will study which online advertising formats attract and annoy people. A scoring system will be presented to the market in the fourth quarter, and full-fledged software in 2017.

As a reminder, the rapid growth of blocker audiences has greatly frightened the advertising industry. In June, the International Association of Advertisers (WFA) called on brands to take responsibility, listen to users and take decisive action. The association's CEO Stephane Lorquet said that both brands and publishers should put people first.

According to a report by PageFair and Priori Data, mobile ads were blocked on one in five smartphones in spring 2016. The experts surveyed advised the advertising industry to understand users' motivations and reasons for their annoyance, then offer them a better experience.

Source: www.rup.com.ua