IAB in the News
The Coalition for Better Ad Standards roll out in NZ
Mon, 12 Mar 2018
Media Release Auckland, March 12 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.
The Coalition had 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.
While the Standards currently apply only in Europe and North America, New Zealand publishers should familiarise themselves with the 12 ad experiences they need to avoid.
IABNZ CEO, Adrian Pickstock said, “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
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 that have repeat and significant violation of the Better Ads Standards. This was effective as of February 15 in the US and Europe.
Pickstock said, “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.”