Google Chrome Ad Filter: JustPremium Units Will Remain Fully Viewable, JustPremium’s Ads Will Not Be Filtered by Google Chrome’s Update
Google Chrome Ad Filter: JustPremium Units Will Remain Fully Viewable, JustPremium’s Ads Will Not Be Filtered by Google Chrome’s Update
Tags: News
A partir de enero de 2018, Coalition for Better Ads iniciará su "Better Ads Experience Program", una iniciativa para mejorar la experiencia online del usuario.
Tags: News
I am not usually one for nostalgia at the end of a year, or for making predictions. However, when a year has such a clear character, it's worth breaking a rule with the final London Blog of 2017.
Tags: News
The Coalition for Better Ads will begin rollout of a voluntary Better Ads Experience Program to improve the online ad experience for consumers and promote marketplace adoption of the Better Ads Standards. The Data & Marketing Association is a founding member of the Coalition and is proud to support this initiative. It’s imperative for marketers to not only increase personalization and relevance, but to respect the preferences and interests of customers by avoiding the types of ads that have been identified as the most disruptive.
Tags: News
In January 2018, the Coalition will begin rollout of the Better Ads Experience Program, a voluntary initiative for industry participants to improve the online ad experience for consumers and promote marketplace adoption of the Better Ad Standards. Based on a framework developed by the Coalition, the Better Ads Experience Program will certify web publishers that agree not to use the most disruptive ads identified in the Standards and will accredit browsers and advertising technology companies that will assess publishers’ compliance with the Standards and filter digital ads based on the Standards.
Tags: News
Initially, the Gold Standard has three fundamental aims - to reduce ad fraud, to improve the digital advertising experience and to increase brand safety. Spearheading the initiative are 23 IAB UK board member companies (including Facebook and Google) who’ve publicly signed a letter committing to the following three actions:
The deadline for implementing the three initiatives will be confirmed in the coming weeks. The IAB will encourage all of its members to commit to the IAB Gold Standard, intended to be an iterative programme to expand to cover other issues, for example audience measurement and viewability.
“Everyone agrees that digital advertising standards need to improve to keep this industry sustainable and thriving. The IAB Gold Standard is a practical measure that demonstrates media owner commitment to making this happen,” said the IAB’s Chief Digital Officer Tim Elkington. “Media owners need to send a clear signal to advertisers and agencies that they take their responsibilities seriously to offer the best environment possible so that brands can confidently use digital advertising.”
Bethan Crockett, Senior Director of Brand Safety and Digital Risk, GroupM EMEA and IAB member said, “GroupM fully supports IAB UK’s Gold Standard initiative and it is fantastic to see the industry committing to implement best practice standards relating to ad fraud, brand safety and the digital advertising user experience.”
The 23 board member signatories are AppNexus, Bauer Media, ESI Media, Facebook, Google, Guardian Media Group, GroundTruth, Immediate Media, Mail Brands, Microsoft, News UK, Oath, Quantcast, RadiumOne, Teads, Telegraph Media Group, TripAdvisor, Trinity Mirror Solutions, Twitter, Vevo, Viant, Videology & Weve.
The IAB Gold Standard is the first tangible step on the IAB’s journey as they announce their focus on building a sustainable future for digital advertising at their annual event, IAB Engage, today at the Barbican.
Read more at https://www.iabuk.net/about/press/archive/iab-uk-launches-iab-gold-standard-to-clean-up-online-advertising#l0DmpzIwzzOMsewh.99
Tags: News
The ads.txt initiative is interesting because it is effectively a little line of code that allows a publisher's webmaster to say whom it entrusts to sell its inventory. This is designed to stop a third party from fraudulently entering their advertising ecosystem. It's a little like a doorman having a list of who has paid for their ticket, and who has not and so won't be let in.
With brand safety, there is still a part of me that asks "what's taken you so long?" It underscores how the IAB UK can only be the referee -- it can't force people in to something they don't want to do. Brand safety was its first certification programme -- it has been up and running for a couple of years now, and it seems odd that it should still be banging the drum for it as part of progress toward its Gold Standard.
You could imagine that responsible publishers would have already signed up. Still, it has to be there in a Gold Standard -- you would just have thought it was already universally adopted.
The webmaster tool and brand safety are very much industry issues. The real factor that the public will notice is better ads. These are essentially what is killing digital advertising, for two reasons. They frustrate users and get in the way of a good experience, like the sprouts that must be pushed before you get on with your Christmas dinner. Bad ads are just ignored -- the price people pay for good content. Alternatively, they are often what push people over the edge and prompt them to download ad blockers.
Today's announcement is basically a truce between publishers and advertisers as well as consumers. Any savvy writer will have been warning the industry they can't frustrate users and give them a poor experience without expecting them to block ads. They also can't tackle ad blocking and encourage people to see the value in content and disable their tech if doing this leads to a screen full of pop-ups and overlays.
If you take a look at the twelve bad ads page, you will see many there that are so obviously designed to get in the way that it's a wonder they have survived until now. Autoplay video ads are the worst offender for me -- particularly as they often do not feature a pause button so they can be turned down. They blast for at least the required two seconds to be considered viewed before the poor web user finds the "x" to shut down the page and forget about the content they were hoping to view.
The rest are pretty much a version of the same problem -- large ads covering over content, often with a timer. The one that is missing for me is the constant request to "rate us." Considering that this often comes on the first page, it's not only in the way and annoying, but it's pointless. How can you rate a page you have never seen before and the publisher has just covered up? It's like picking baby names before you have even met your blind date.
So today is a good day -- let's make no bones about it. The IAB UK has a framework around which to award Gold Status, and there is effectively a who's who of publishing committing to fight fraud, offer better brand safety, and even more importantly, make the end user experience better.
Without an improved viewing experience, it's fair to say that fraud and safety will not be too important because the public will have turned off ads.
Tags: News
At JustPremium, we’re committed to raising online advertising standards for the benefit of consumers, advertisers and publishers.
Tags: News
Microsoft has joined the Coalition for Better Ads, an industry association aimed at improving online advertising and marketing. The move is intended to ease consumer frustration.
Tags: News
The Coalition for Better Ads released initial Better Ads Standards for desktop and mobile web that reflect consumer advertising preferences in North American and European markets. The initial Better Ads Standards are based on comprehensive research in which consumers comparatively ranked different ad experiences presented to them while they read online articles. More than 25,000 consumers rated 104 ad experiences for desktop web and mobile web.
The Coalition’s research identifies the ad experiences in both North America and Europe that ranked lowest across a range of user experience factors, and that are most highly correlated with an increased propensity for consumers to adopt ad blockers. These results define initial Better Ads Standards that identify the ad experiences that fall beneath a threshold of consumer acceptability. Six desktop web ad experiences and twelve mobile web ad experiences fell beneath this threshold. The Coalition encourages the marketplace to use these results to improve the consumer experience.
“We are energised by how quickly this cross-industry Coalition was able to research and identify annoying advertising formats. There is still much work to be done but we are out of the gate in our work to make the web less annoying for the average consumer,” said Jason Kint, CEO of Digital Content Next.
“The scope and nature of this research provides insight into how consumers view different online ad experiences, highlighting what’s working well, and what we need to re-think in order to secure more meaningful engagement,” said Nancy Hill, President and CEO, 4As. “The consumer preferences identified in the Better Ads Standards will be useful to our members who wish to take action to improve the online experience.”
During the Coalition’s research, consumers were asked to read articles on simulated high quality content pages, and then to rate comparatively the different ad experiences they received. These consumer preference ratings, as correlated with increased consumer propensity to use ad blockers, identified the following types of desktop ad experiences beneath the initial Better Ads Standard: pop-up ads, auto-play video ads with sound, prestitial ads with countdown and large sticky ads. For the mobile web environment, the following types of ad experiences fell beneath the initial Better Ads Standard: pop-up ads, prestitial ads, ads with density greater than 30 per cent, flashing animated ads, auto-play video ads with sound, poststitial ads with countdown, full-screen scrollover ads, and large sticky ads.
“We hope these initial standards will be a wake-up call to brands, retailers, agencies, publishers, and their technology suppliers, and that they will retire the ad formats that research proves annoy and abuse consumers,” said Randall Rothenberg, President and CEO, IAB. “If they don’t, ad blocking will rise, advertising will decline, and the marketplace of ideas and information that supports open societies and liberal economies will slide into oblivion.”
“Tens of thousands of consumers have made their opinions clear through this robust research. Consumers in North America and Europe have similar views on online ad experiences they find annoying and disruptive,” said Bob Liodice, CEO of ANA. “All online ad industry constituents should take a hard look at the findings. They provide valuable insights for the development of consumer-friendly ad campaigns.”
The Coalition plans a broad range of educational activities for its members and others in the industry, including presentations via participating trade associations, conference participation and webinars. By making the research widely available, the Coalition aims to encourage industry participants to incorporate the findings into their efforts to improve the online ad experience for consumers.
“This comprehensive research and these initial Better Ads Standards provide great guidance on the role ad formats have on the user experience,” said Townsend Feehan, CEO of IAB Europe. “We look forward to using the data released today to engage our members about consumer ad preferences, and to upcoming phases of the Coalition’s research that we expect will contribute even more depth and breadth of coverage of European markets.”
The methodology used to support the initial Better Ads Standards is extensible to different global regions and to other digital environments, or to the measurement of new ad experiences in previously tested environments. The Coalition’s roadmap includes plans to conduct additional research on desktop web, mobile web and other environments across various regions including further testing throughout Europe, in North America, Asia and Latin America.
“The Coalition will build on this important work by expanding its efforts to other regions and ad formats,” said Stephan Loerke, CEO of World Federation of Advertisers (WFA). “The global reach of the Coalition’s membership and the continuing addition of new members support our goal to improve the advertising experience for Internet users worldwide.”
“As an industry we have a responsibility to find better ways of making great advertising and content that really engages people. It’s in everyone’s interest; better advertising leads to a better experience for the viewer and more effective advertising for brand,” said Keith Weed, Chief Marketing Officer for Unilever. “The work of the Coalition to identify consumer preferences around ad formats will be a highly useful and insightful tool for the brand builders, advertisers and advertising agencies who are working to improve the quality of advertising for the viewer while driving effectiveness and efficiencies for the brand.”
“These research results will serve as a foundation to the LEAN Scoring System, which is currently under development,” said Alanna Gombert, General Manager, IAB Tech Lab, and Senior Vice President, Technology and Ad Operations, IAB. “Now we have actionable results that can be used to create tools to improve the user experience across interactive screens.”
“This research will prove incredibly valuable to the marketers and advertisers who seek to responsibly leverage data to achieve deeper engagement with consumers,” said Tom Benton, CEO of the Data & Marketing Association (DMA). “With these insights and the initial Better Ads Standards, the full marketing ecosystem can move forward together to pursue better-performing ad placements and enhanced customer experiences.”
“The Coalition’s research is timely and useful,” said Network Advertising Initiative (NAI) President and CEO Leigh Freund. “NAI members are committed to a free and open internet which depends on digital advertising. As a result, it is important to ensure that consumers can interact with advertising in a mutually beneficial way. Our high standards for member practices address consumers’ privacy concerns, and the Coalition’s work to address consumer annoyance issues can help guide our members and all advertisers to ensure a better consumer experience.”
“Our members make huge investments in high-quality journalism, and those investments are still primarily sustained by advertising revenue,” said David Chavern, President and CEO, News Media Alliance.
“This exhaustive research allows advertisers, agencies, publishers and everyone else involved in the advertising ecosystem to have a much better understanding of the kinds of ads that consumers like to see – and the ones they don’t respond to. It is exactly the type of information that will lead to the higher performance for digital advertising as a whole.”
Tags: News
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