IAB Press Release

The Coalition for Better Ad Standards roll out in NZ

Fri, 04 May 2018

May 4 2018


In order to improve the consumer experience, leading international trade associations and companies in the online media ecosystem have joined forces to create the Coalition for Better Ads.  (CBA)

The Coalition has developed an initial set of data-driven standards for online advertising based on consumers preferences about the types of ads they least prefer, in order to help the global marketplace take steps to deliver a better ad experience.

CBA rolled out the standards across the US and Europe in February this year and word from IAB Europe is that mainstream publishers were prepared for the change and most have compiled without too much disruption to their respective businesses.

While the Standards currently apply only in Europe and North America, we expect the CBA to roll out the standards to New Zealand this year and local publishers should familiarise themselves with the 12 ad experiences they need to avoid.

IABNZ is an affiliate member of the Coalition and as such we recognise and support the Better Ads Standards.  The Standards are in line with the IAB’s LEAN principle which is a concise guide to help publishers improve the user experience and we urge publishers to adopt the LEAN and the CBA standards

Coalition members include most of the large global brands, agencies and media business including Google, Facebook, Microsoft, Unilever, Group M and Proctor & Gamble

Google Chrome supports CBA

 In support of the Coalition’s move and to further encourage the implementation of the new standards, Google Chrome has announced it will filter (block) all ads on sites (not just the offending ads) that have repeat and significant violation of the Better Ads Standards.  This was effective as of February 15 in the US and Europe.

We anticipate Google Chrome will extend ad filtering to New Zealand sometime this year and we recommend publishers work towards meeting the Standards as quickly as possible to ensure they are doing their part to improve the user experience and to avoid the affect the Chrome initiative could potentially have on their revenue.

CBA White Paper

In April, IABNZ formed a CBA Working Group comprising of Karen Greaves, Product Delivery Manager, Trade Me Advertising; Joseph Patchett, Online Solutions Manager, TVNZ; Andy Wylie, Head of Digital Advertising Operations, NZME.

The group has compiled the following paper which describes non-compliant ad formats from a New Zealand perspective and what steps Publishers should take to avoid being negatively affected by the implementation of the new format guidelines


Adrian Pickstock


IAB New Zealand


Download the IABNZ CBA White Paper here...