The Coalition for Better Ads continues to work with its global membership to improve the online ad experience for consumers. In recent months, we have refreshed our research on consumer opinions of Desktop Web and Mobile Web ad experiences. Our original research in these two ad-supported digital environments took place a number of years ago and there has been significant innovation in the marketplace since that time. The purpose of this research project was to ensure that our Standards for Desktop Web and Mobile Web are as inclusive as possible of the ad experiences that consumers encounter in their digital journeys.
After conducting research with over 55,000 respondents in markets representative of the digital economy around the world – the US, UK, Germany, Brazil, Japan, and India – the following experiences have been added to the Better Ads Standards:
Desktop Web
Mobile Web
The updates to the Better Ads Standards for Desktop Web and Mobile Web were announced on January 14, 2026 and in keeping with Coalition for Better Ads policies, will be subject to an Industry Adjustment Period of no less than 4 months. Organizations incorporating these Standards into policies and practices will not consider these updates to be “live” until May 15, 2026 at the earliest.
During the Industry Adjustment Period, the CBA will host and/or participate in multiple sessions presenting the updated Standards and answering questions to ensure that those choosing to adopt the updated Better Ads Standards can prepare to do so by the time they become active.
If you have questions about the updated Better Ads Standards, attending a webinar on the updated Standards, or getting involved with the Coalition, reach out to us via our web form and we will respond promptly.