Randall Rothenberg, CEO at IAB
World coalition for improvement of digital advertising and ad-blocking is been launched
16 de septiembre de 2016
To look for an answer to ad-blocking The Coalition for Better Ads was created. The founding members include: Google, Facebook, Procter & Gamble, Unilever, the 4As, the Association of National Advertisers (ANA), the World Federation of Advertisers, The Washington Post, GroupM and the Interactive Advertising Bureau (IAB). The launching of this initiative was announced during the Dmexco Conference that took place last week in Cologne, Germany.
"It is essential that the industry creates standards to assure that consumers get safe, fast, secure delivery from the sites and services they love" said Randall Rothenberg CEO at IAB.
The coalition is focused on monitoring the quality of online advertising using technology currently being developed at IAB's Tech Lab. Digital ad campaigns will be scored on everything, from creative to load time, and the coalition will come up with standards based on data taken from the system as well as from consumer feedback and input from marketers.
Although the industry has been concerned over ad blocking for a long time now, what motivated this initiative was an eMarketer research, which reveals that U.S. consumers are now 34% more prone to download ad blockers than in 2015.