---
title: The Initial Better Ads Standards - Coalition for Better Ads
description: The Initial Better Ads Standards - Coalition for Better Ads
image: https://www.betterads.org/hubfs/cba-logo-soc.jpg
---
[For consumers](https://www.betterads.org/seal)
[](https://www.betterads.org/)
[](https://www.betterads.org/)
# The Better Ads Standards
The Coalition’s Better Ads Standards identify the ad experiences that fall beneath a threshold of consumer acceptability and are most likely to drive consumers to install ad blockers. More than 150,000 consumers have participated to date in the Coalition’s research to develop its set of Better Ads Standards.
## Experiences
Desktop Mobile Web Short-Form Video Mobile App
### Desktop Web Experiences
[Pop-up Ads
](https://www.betterads.org/desktop-pop-up-ad/)
[Auto-playing Video Ads with Sound
](https://www.betterads.org/desktop-auto-playing-video-ad-with-sound/)
[Prestitial Ads with Countdown
](https://www.betterads.org/desktop-prestitial-ad-with-countdown/)
[Large Sticky Ads
](https://www.betterads.org/desktop-large-sticky-ad/)
[Ad Density Higher than 50%
](https://www.betterads.org/desktop-ad-density-over-50-percent)
[Ad Density Higher Than 30% when Combined With a Sticky Video Ad
](https://www.betterads.org/desktop-ad-density-above-30-percent-sticky-video)
### Mobile Web Experiences
[Pop-up Ads
](https://www.betterads.org/mobile-pop-up-ad/)
[Prestitial Ads
](https://www.betterads.org/mobile-prestitial-ad/)
[Ad Density Higher Than 30%
](https://www.betterads.org/mobile-ad-density-higher-than-30/)
[Flashing Animated Ads
](https://www.betterads.org/mobile-flashing-animated-ad/)
[Auto-playing Video Ads with Sound
](https://www.betterads.org/mobile-auto-playing-video-ad-with-sound/)
[Postitial Ads with Countdown
](https://www.betterads.org/mobile-postitial-ad-with-countdown/)
[Full-screen Scrollover Ads
](https://www.betterads.org/mobile-full-screen-scrollover-ad/)
[Large Sticky Ads
](https://www.betterads.org/mobile-large-sticky-ad/)
[Sticky, Pop-Out Video Ads
](https://www.betterads.org/mobile-sticky-pop-out-video-ads)
[Sticky Video Ad with Large Inline Ad
](https://www.betterads.org/mobile-sticky-video-large-inline-ad)
### Short-Form Video Experiences
[Long Pre-Roll Ads that can't be Skipped
](https://www.betterads.org/short-form-video-long-preroll)
[Mid-Roll Ads
](https://www.betterads.org/short-form-video-midroll)
[Large Display Ads
](https://www.betterads.org/short-form-video-large-display)
### Mobile App Experiences
[Interruptive interstitials
](https://www.betterads.org/mobile-app-interruptive-interstitials)
[Interruptive video interstitials
](https://www.betterads.org/mobile-app-interruptive-video-interstitials)
[Non-skippable video interruptive interstitials
](https://www.betterads.org/mobile-app-non-skippable-video-interruptive-interstitials)
[Video interstitials when opening an app
](https://www.betterads.org/mobile-app-video-interstitial-opening-app)
## Better Ads Standards: Least preferred ad experiences
Extensive consumer input and empirical data shaped the 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](https://www.betterads.org/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.
Learn more about the [Content Environments](https://www.betterads.org/hubfs/Better-Ads-Standards-Content-Environments-11-10-2021.pdf) for the Better Ads Standards.
Learn more about the [decisions](https://www.betterads.org/hubfs/Better_Ads_August2018/PDF/Interpretation%20Panel%20Decisions.pdf) of the Coalition’s Interpretation Panel.
The Coalition has translated the Standards into [multiple languages](https://www.betterads.org/translated-better-ads-standards). In cases where the nuances of translation are imperfect, please rely on the English language version.
## Using the Better Ads Standards
The Coalition encourages advertisers, publishers, app developers, and advertising technology providers to review its research and the Better Ads Standards, as part of their efforts in the marketplace to improve the online ad experience.
- *Advertisers* can use the Better Ads Standards to inform campaign development and execution
- *Publishers and app developers* can use the Better Ads Standards to develop improved experiences for their audiences
- *Ad technology platforms* can use the Better Ads Standards in the development process for new ad experiences
- *Providers of measurement technologies* can use the Better Ads Standards to develop new ways to assess marketplace prevalence of the ad experiences preferred by consumers
##### Contact Coalition for Better Ads
To get in touch, please [contact us](https://www.betterads.org/contact/).
##### About Coalition for Better Ads
Learn more [about us](https://www.betterads.org/about/).
Read our [privacy policy](https://www.betterads.org/privacy/).
View our [sitemap](https://www.betterads.org/sitemap/).
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