“The Coalition for Better Ads” was announced at digital advertising trade show Dmexco in Cologne, Germany.
Consumers are increasingly frustrated with ads that disrupt their experience, interrupt content and slow browsing.
It all started when Google executives became increasingly vocal about the need for the advertising industry to deal with the rise of ad blockers and the reasons that compel people to download them. The Coalition was formed as a direct response to the rise of ad blocking, and will act as a kind of regulator for internet ads.
Google has helped forming the group alongside a group of advertising trade associations, advertisers, publishers, and agency groups that aims to rid the web of bad ads.
The Coalition for Better Ads is to create global standards for online advertising, which will be deployed using technology created by the IAB (Interactive Advertising Bureau)'s Tech Lab. The technology will essentially score ads based on a number of criteria – such as page loading speed, the number of tracking pixels, and the type of creative.
After filtering, ads that meet a certain threshold will make it through the web page of participating companies.
On a website announcing the Coalition, the group said that it will develop the criteria based on consumer research, which will look into the kind of online ads people love and hate.
"We are seeing in our membership significant concern about the uptake of ad blocking, not because it is immediately affecting [marketers] but because of the drivers, which are the frustration of people with the quality of their interaction with ads."
The announcement of Coalition for Better Ads came a day after Google was forced to disassociate itself with involvement in popular ad blocker Adblock Plus’ first ad exchange, which was unveiled earlier in the week.