Standards Driven By Consumer Research
The Coalition for Better Ads has built its Better Ads Standards based on global research that has included hundreds of thousands of consumers. Consumers were asked to rate each ad experience on multiple factors, such as whether the ad was annoying or distracting. The survey participants also comparatively ranked the different ad experiences, based on personal preference.
The results of the Coalition’s consumer focused research define Better Ads Standards that identify the ad experiences that fall beneath a threshold of consumer acceptability. Better Ads Standards reveal the least preferred, most annoying ad experiences that are also most likely to cause consumers to adopt ad blockers.
Mobile Web Experiences
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Desktop Web Experiences
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Short-Form Video Experiences
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Mobile App Research
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A Commitment to Good Consumer Experience
The Better Ads Experience Program seal has been created to help consumers identify those sites that have committed to delivering the types of ads that consumers find acceptable in their digital journey. These sites have voluntarily agreed to abide by CBA Standards and are monitored for compliance.
Trusted Publishers
Many of the world’s most trusted publishers and platforms are part of the Better Ads Experience Program.
