NEWS15 September 2016

Online media leaders form coalition to improve ad standards

Europe Media News North America Trends UK

GERMANY — A group of online media associations and companies, including Google, GroupM and IAB, have formed the Coalition for Better Ads, which will use research and advocacy to develop and implement new standards for online advertising.

Ad standards crop

The coalition will focus on a number of initiatives in coming months:

Creating consumer-based, data-driven standards that companies in the online advertising industry can use to improve the consumer ad experience
In conjunction with the IAB Tech Lab, developing and deploying technology to implement these standards
Encouraging awareness of the standards among consumers and businesses in order to ensure wide uptake and elicit feedback

“The initiative will draw on the work its members have been doing on this issue, including the efforts of IAB Europe, IAB France, IAB UK and other European national IABs to develop a charter on digital advertising best practice,” said Townsend Feehan, CEO of IAB Europe.

“This broad coalition provides the opportunity for our industry to unite behind a common effort with the potential to drive change globally.”

Founding members and supporters of the coalition include: the American Association of Advertising Agencies, Association of National Advertisers, BVDW Germany, DMA, European Publishers Council, Google, GroupM, IAB, IAB Europe, IAB Tech Lab (as well as additional national and regional IABs), Network Advertising Initiative, News Media Alliance, Procter & Gamble, Unilever, The Washington Post and World Federation of Advertisers.