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  • Posted by: MSK Kenya

Better Ads Standards: Least preferred ad experiences for desktop web and mobile web

The Coalition for Better Ads has developed Better Ads Standards for desktop web and mobile web, based on comprehensive research involving more than 66,000 consumers. The Standards for North America and Europe were published in March 2017 and have been applied by many industry participants in their business practices. The Coalition announced in January 2019 that its research supports the adoption of the same Standards worldwide for desktop and mobile web.

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 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 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.


Adblocking represents a rejection of the current online advertising experience. One in four internet users in the US blocked ads in 2018, equivalent to more than 70 million people, according to eMarketer. Globally, 11% of the world’s internet population is blocking ads on the web with about 615 million devices using adblock, according to PageFair’s 2017 Adblock Report. With the launch of a global Better Ads Standards as an industry response to adblocking, CBA hopes the benefits will extend to consumers in all regions by highlighting consumer preferences and mobilising the online ad industry to reflect those preferences.

CBA will continue to engage with trade associations and companies worldwide to educate the industry about the Better Ads Standards and encourage their widespread adoption, including through webinars and other outreach in the coming months


Author: MSK Kenya

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