Anyone who uses the internet on even a semi-regular basis knows online advertising has lots of room for improvement. With the recent announcements that Google is building an ad filter into Chrome and that Facebook is taking steps to increase its content quality standards, it looks like a better overall experience is on the horizon.
These changes are all indicative of an overarching trend sweeping the industry – to stop serving bad ads. This is not a new phenomenon, as some of the industry’s heaviest-hitters have been pushing to enforce standards for better quality ads for years. In 2015, the Interactive Advertising Bureau (IAB) launched its LEAN Ads program in response to consumers’ increased use of ad blocking software. LEAN stands for Light, Encrypted, Ad Choice Supported and Non-Invasive, and the idea is that if advertisers adhere to these guidelines and publishers refuse to place ads that don’t meet these guidelines, the end consumer will have a better experience and ultimately be less-inclined to use ad blockers.
It seems simple enough, but improving the quality of ads served to internet users across the globe requires a coordinated effort by participants from all sides of the industry. The good news is that this is already happening. In September 2016, a group of major players in the space including AppNexus, the Association of National Advertisers (ANA) and Proctor & Gamble, formed the Coalition for Better Ads, which is meant to increase industry-wide efforts to improve consumers’ experience with online advertising. Specifically, the group aims to create consumer-based, data-driven standards that digital advertising companies can use to improve ad experiences.
According to Michael Korsunsky, chief marketing officer of global native ad network MGID, publishers and advertisers shouldn’t fear these changes, they should embrace them. “At the end of the day, these policy changes are positive developments that we’ve been anticipating for a long time,” said Korsunsky. “Here at MGID, we strongly support these changes, but we realize it can be challenging for publishers and advertisers to adjust.”
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