IAB joins online advertising research coalition to improve ad standards

Daisy Doctor
By Daisy Doctor | 23 March 2017

IAB Australia has linked with international group 'Coalition for Better Ads', furthering its push for more successful online advertising.

The coalition will conduct research in Australia on behalf of the IAB, which will then be released as local guidelines to marketers, agencies and publishers.

Launching in Germany last year, the Coalition looks at consumer advertising preferences, focusing specifically on strengthening ad standards on desktop and mobile websites. It is made up of intentional companies Procter & Gamble and Unilever, as well as trade associations, publisher and agency groups.

The Coalition has already led research studies across Europe and North America which surveyed 25,000 consumers who rated 104 ad experiences for desktop web and mobile web, which found that consumers are quick to use adblockers that stop gimmicky, flashing pop-ups.

IAB Australia CEO Vijay Solanki says the move hopes to “simplify and improve” online advertising in Australia.

“Collaboration is critical to achieving this goal and so working with other trade associations locally and internationally, as well as leading brands and publishers, will continue to underpin our approach,” says Solanki.

The creation of the Coalition is evidence of the way more regulatory bodies are sprouting up and adapting to consumer experience in digital adverting.

IAB president and CEO Randall Rothenberg says that he hopes the initial studies from North America and Europe will “be a wake-up call to brands”.

“Brands, retailers, agencies, publishers, and their technology suppliers, [need to] retire the ad formats that research proves annoy and abuse consumers.

“If they don’t, ad blocking will rise, advertising will decline, and the marketplace of ideas and information that supports open societies and liberal economies will slide into oblivion,” says Rothenberg.

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