Initial Better Ads Standards: Least preferred ad experiences for desktop web and mobile web
The Coalition for Better Ads has developed initial Better Ads Standards for desktop web and mobile web for North America and Europe, based on comprehensive research involving more than 25,000 consumers.
The Coalition’s research identifies the ad experiences that rank 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. Four types of desktop web ads (six tested ad experiences) and eight types of mobile web ads (twelve tested ad experiences) fell beneath this threshold. A summary of these types of ad experiences is presented below.
Extensive consumer input and empirical data shaped the initial Better Ads Standards. While the Coalition’s consumer research was designed to identify the least preferred ad types, it also provides insight into consumers’ evaluation of a far broader range of ad experiences, including those more preferred by consumers. By focusing the definition of Better Ads Standards on the least preferred ad experiences, the Coalition’s methodological approach leaves open the possibility for continued innovation in the development of new ad experiences. Visit the Coalition’s research page to learn more about the other tested ad experiences.
For purposes of the current Better Ads Standards, an “ad” is promotional content displayed on the web as the result of a commercial transaction with a third party.