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COALITION FOR BETTER ADS
& INITIATIVES TO SUPPORT THE BETTER ADS STANDARDS
1 February 2018 Presented by
Milan, Italy Greg Mroczkowski
ABOUT IAB EUROPE
Media Technology Advertisers
28 European national trade groups 70 direct corporate members representing 5,500 companies
betterads.org
OUTLINE
• Coalition for Better Ads • Goals of the Coalition for Better Ads • Consumer-centric methodology of the Coalition• Scope of the Coalition’s Standards
• Implementation of the Coalition’s Standards• “Better Ads Experience” Program Framework• Chrome’s support for the Framework• National markets’ support for Standards • Compliance recommendations
• Next steps for the Coalition and “Better Ads Experience” Program
• Q&As
5
Consumers’ trust, respect for their rights as well as quality and efficiency of their user experience are critical in the current and upcoming discussions and related challenges ahead of the digital advertising industry.
CONSUMERS ARE AT THE HEART OF DISCUSSIONS ABOUT DIGITAL IN EUROPE AND WE MUST NOT LET THEM RUN AWAY FROM ADVERTISING
AD BLOCKING CONTINUES TO GROW – UP TO 30% IN THE LAST YEAR
Source: PageFair, The state of the blocked web - 2017 Global Adblock Report, January 2017
2017 AD BLOCKING PENETRATION RATES
Source: PageFair, The state of the blocked web - 2017 Global Adblock Report, January 2017
2017 AD BLOCKING PENETRATION RATES IN EUROPE
36%
blocking ads PL
30%
blocking ads FR, SE
1 in 4
blocking ads BE, NO, ES
20
National IABs
20%
Europeanrate
Source: IAB Europe, Internal member survey, November 2016
HOW TO IMPROVE CONSUMERS’ ONLINE EXPERIENCE, MAKING SURE THAT THEY DO NOT RUN AWAY FROM ADVERTISING WHICH HELPS SUPPORT VALUABLE FREE
CONTENT, ROBOUST JOURNALISM AND SOCIAL CONNECTIONS ACROSS THE INTERNET?
• Develop new standards for online advertising that reflect consumer preferences – Better Ads Standards – that can be used by participants in the advertising and media ecosystem to prevent the kinds of experiences consumers don’t want.
• Improve the online experience for consumers in key digital environments (desktop, mobile web), on a global basis.
COALITION FOR BETTER ADS – GOALS
“BETTER ADS STANDARDS” IN EUROPE & NORTH AMERICA
User based
Using real consumer feedback
Context-based
Developed based on a natural content
consumption experience
Empirical
Based on data, and reflects national and regional preferences
Impactful
Should help the marketplace improve the consumer experience
A METHODOLOGY TO SUPPORT THE BETTER ADS STANDARDS
MobileWebsites
Desktop Websites
In-StreamVideos
(Future)
A METHODOLOGY THAT WORKS FOR MULTIPLE ENVIRONMENTS
•Flashing Animation
•Popup Ad
•Full Screen Inline
The consumer seesdifferent types of adformats as they readonline articles. Theconsumer rates eachexperience.
The content of the adis neutral andcontrolled. Thevariable in the survey isthe consumer’sresponse to thediffering adexperiences.
EXAMPLES OF AD FORMATS TESTED AS “EXPERIENCES”
• Consumers assess their experience with
the ad format or experience along a
variety of dimensions (“Annoying”,
“Satisfying”, “Distracting”, e.g.).
• The consumer sees three different
experiences and comparatively ranks
them.
RATING & RANKING AD EXPERIENCES
Rankings on a comparative scale from least to most preferred (55 Experiences tested)
Detail available at https://betterads.org/research
DESKTOP AD EXPERIENCE PREFERENCE RANKINGS
Rankings on a comparative scale from least to most preferred (49 Experiences tested)
Detail available at https://betterads.org/research
MOBILE AD EXPERIENCE PREFERENCE RANKINGS
• Consumer testing• Europe – first phase (DE, IT, ES, UK)
• Desktop web: 9,036 participants• Mobile web: 8,161 participants
• Europe – second phase (FR, PL, SE, TR)• Desktop web: 8,693 participants
• Total: 25k participants - potentially the largest study of consumer ad preferences ever in Europe
• North America• Desktop web: 7,720 participants• Mobile web: 6,096 participants
• Statistical analysis shows correlation between the consumer preferences for the two regional groups tested for the least preferred ad experiences, for both desktop web and mobile web
TESTING TO SUPPORT “BETTER ADS STANDARDS”
How worthwhile would it be to install
an ad blocker for this experience?
Detail available at https://betterads.org/research
DEFINITING A THRESHOLD OF CONSUMER ACCEPTABILITY
“BETTER ADS STANDARDS” – LEAST PREFERRED ADS ON DESKTOP & MOBILE WEB
Ad Experience: Pop-up Ads
Pop-up ads are a type of interstitial adthat do exactly what they say — pop upand block the main content of the page.They appear after content on the pagebegins to load and are among the mostcommonly cited annoyances for visitors toa website. Pop-up ads come in manyvarieties – they can take up part of thescreen, or the entire screen.
Included ad experiences tested: Pop-upAd with Countdown, Pop-up Ad withoutCountdown
“BETTER ADS STANDARDS” – LEAST PREFERRED ADS ON DESKTOP WEB
Ad Experience: Auto-playing Video Ads with Sound
Auto-playing video ads play sound without any userinteraction.
These experiences are especially disruptive to users, asthey catch the readers off guard, and often compelthem to quickly close the window or tab in order tostop the sound. Ads that require a click to activatesound did not fall beneath the initial Better AdsStandard.
The Better Ads Methodology has not yet tested videoads that appear before (“pre-roll”) or during (“mid-roll”)video content that is relevant to the content of the pageitself.
Included ad experiences tested: Auto-playing in-linevideo with sound
“BETTER ADS STANDARDS” – LEAST PREFERRED ADS ON DESKTOP WEB
Ad Experience: Prestitial Ads with Countdown
Prestitial “Countdown” ads appear before the content of the page has loaded, forcing the user to wait a number of seconds before they can dismiss the ad, or the ad closes on its own.
These ads can disrupt users in a way that dissuades them from waiting for the countdown to finish and continuing onto their content.
In desktop environments, prestitial ads that can be dismissed immediately did not fall beneath the initial Better Ads Standard for desktop.
“BETTER ADS STANDARDS” – LEAST PREFERRED ADS ON DESKTOP WEB
Ad Experience: Large Sticky Ads
Large Sticky Ads stick to the edge of apage, regardless of a user’s efforts toscroll. As the user browses the page, thisstatic, immobile sticky ad takes up morethan 30% of the screen’s real estate.
A Large Sticky Ad has an impeding effectby continuing to obstruct a portion of thepage view regardless of where the usermoves on the page.
Included ad experiences tested: Sticky970×250 ad on the bottom, Sticky580×400 ad on the bottom
“BETTER ADS STANDARDS” – LEAST PREFERRED ADS ON DESKTOP WEB
Ad Experience: Pop-up Ads
Pop-up ads are a type of interstitial ads thatdo exactly what they say — pop up and blockthe main content of the page. They appearafter content on the page begins to load andare among the most commonly citedannoyances for visitors to a website.
Pop-up ads come in many varieties – they cantake up part of the screen, or the entirescreen.
Included ad experiences tested: Pop-up adwith countdown, Pop-up ad withoutcountdown (tested with 2 variations indesign)
“BETTER ADS STANDARDS” – LEAST PREFERRED ADS ON MOBILE WEB
Ad Experience: Prestitial Ads
Mobile prestitial ads appear on a mobilepage before content has loaded, blockingthe user from continuing on to thecontent they have sought out. These pop-ups vary in size from full-screen to part ofthe screen. They may also appear as astandalone page that prevents users fromgetting to the main content.
Included ad experiences tested: Prestitialad with countdown, Prestitial ad withoutcountdown.
“BETTER ADS STANDARDS” – LEAST PREFERRED ADS ON MOBILE WEB
Ad Experience: Ad Density Higher Than 30%
Prestitial “Countdown” ads appear before thecontent of the page has loaded, forcing theuser to wait a number of seconds before theycan dismiss the ad, or the ad closes on itsown.
These ads can disrupt users in a way thatdissuades them from waiting for thecountdown to finish and continuing onto theircontent.
In desktop environments, prestitial ads thatcan be dismissed immediately did not fallbeneath the initial Better Ads Standard fordesktop.
“BETTER ADS STANDARDS” – LEAST PREFERRED ADS ON MOBILE WEB
Ad Experience: Flashing Animated Ads
Ads that animate and “flash” with rapidlychanging background and colors arehighly aggravating for consumers, andserve to create a severe distraction forthem as they attempt to read the contenton a given page.
Animations that do not “flash” did not fallbeneath the initial Better Ads Standard.
“BETTER ADS STANDARDS” – LEAST PREFERRED ADS ON MOBILE WEB
Ad Experience: Auto-playing Video Ads with Sound
Auto-playing video ads with sound automatically play withsound, without any user interaction.
This ad experience is especially disruptive because it catchesthe reader off guard and often compels them to quickly closethe window or tab in order to stop the sound — especially ifthey are on their mobile device and in a public place, wheresuch noise can be a public nuisance and personalembarrassment.
Ads that require a click to activate sound did not fall beneaththe initial Better Ads Standard.
The Better Ads Methodology has not yet tested video ads thatappear before (“pre-roll”) or during (“mid-roll”) video contentthat is relevant to the content of the page itself.
Included ad experiences tested: Auto-playing in-line video withsound
“BETTER ADS STANDARDS” – LEAST PREFERRED ADS ON MOBILE WEB
Ad Experience: Postitial Ads with Countdown
Postitial ads with countdown timers appear afterthe user follows a link. These ads force the user towait a number of seconds before they can dismissthe ad, or for the ad to close or redirect them toanother page.
These ads frustrate users by breaking the flow ofcontent in a manner that can prove distracting —if a user is trying to navigate from one page toanother, only to be delayed by this ad, they mightabandon the page entirely.
Postitial ads with countdowns that can bedismissed immediately did not fall beneath theinitial Better Ads Standard.
“BETTER ADS STANDARDS” – LEAST PREFERRED ADS ON MOBILE WEB
Ad Experience: Full-screen ScrolloverAd
Full-Screen Scrollover ads force a user toscroll through an ad that appears on topof content. These ads take up more than30% of the page and float on top of thepage’s main content, obstructing it fromview. The result can be disorienting forusers, as it obscures the content aconsumer is attempting to browse. Theseare different from similar ads that scrollin-line with the content and moresmoothly scroll out of sight.
“BETTER ADS STANDARDS” – LEAST PREFERRED ADS ON MOBILE WEB
Ad Experience: Large Sticky Ads
Large Sticky Ads stick to a side of a mobile page,regardless of a user’s efforts to scroll. As the userbrowses the page, this static, immobile sticky adtakes up more than 30% of the screen’s realestate.
A Large Sticky Ad has an impeding effect bycontinuing to obstruct a portion of the mobilepage view regardless of where the user moves onthe page. A Large Sticky Ad’s positioning disruptsand obscures a page’s main content —unavoidably leading to a negative user experience.
Included ad experiences tested: Large sticky ad onthe bottom
“BETTER ADS STANDARDS” – LEAST PREFERRED ADS ON MOBILE WEB
WHAT’S NEXT?
HOW TO CLEAN UP THE WEB WITH THE
“BETTER ADS STANDARDS”?
• Market-by-market education by sharing the consumer research data and methodology that define the Standards
• “Better Ads Experience” Program Framework
• National markets’ support for the Standards
IMPLEMENTATION OF THE “BETTER ADS STANDARDS”
• The Program is a voluntary initiative that will:• certify web publishers that agree not to use the ad
formats identified by the Coalition’s Standards, and • accredit browsers and ad tech companies that will
assess publishers’ compliance with the Standards and filter ads based on the Standards.
• The Program is expected to be unveiled as early as February / Q1 2018.
“BETTER ADS EXPERIENCE” PROGRAM FRAMEWORK
“BETTER ADS EXPERIENCE” PROGRAM FRAMEWORK
CBA Standards, Research &
Interpretation
“Better Ads Experience”Program
General &
Administration
Certified Companies Implementation Entities
enter Register
filter digital ads based on CBA Standards
Independent Dispute Resolution Mechanism
certifyto compliance
meetrequirements
give accreditation
challenge non-compliance
honorcertification status
• Character:
• Voluntary participation, and does not affect non-participants
• Membership:
• Open to publishers as “Certified Companies” & browsers and ad tech as “Implementation Entities”
• Discussions about the financial model (funded through CBA membership fees / proposal for “Certified Companies” & “Implementation Entities” to jointly co-fund the Program based on advertising revenue)
• Implementation Entities “enforcement”:
• Empowered to enforce the Standards by filtering non-compliant ads
• Not allowed to block the ads of publishers until their status of a “Certified Company” is revoked
• Browsers will most likely block all ads from the websites that are found to be non-compliant, due to technological constraints
• Market reality: Google’s declared support; Microsoft & The Media Trust as CBA Members, dialogue with Mozilla & other measurement companies
• Certified Companies:
• Remain immune until non-compliance is proven and have 30 days to fix problematic issues
• Can participate in independent adjudication and dispute resolution processes
• Benefit from a phase-in compliance approach, based on empirical thresholds establishing the frequency of display of non-compliant ad formats: 7.5% of assessed pages in the first 2 months, 5% in the next 4 months, and 2.5% afterwards
“BETTER ADS EXPERIENCE” PROGRAM FRAMEWORK
CHROME SUPPORT FOR THE FRAMEWORK
“Violations of the Standardsare reported to sites via theAd Experience Report, and siteowners can submit their sitefor re-review once theviolations have been fixed.Starting on February 15, inline with the Coalition'sguidelines, Chrome willremove all ads from sites thathave a “failing” status in theAd Experience Report for morethan 30 days.”
CHROME SUPPORT FOR THE FRAMEWORK
CHROME SUPPORT FOR THE FRAMEWORK
• Three fundamental aims: to reduce ad fraud, to improve the digital advertising experience and to increase brand safety
• Improving the digital advertising experience is expected to be achieved by adhering to Coalition’s Standards as well as the LEAN principles
• Two-phased approach:1. Formal registration requirement
2. Gold Standard Certification programme entrance requirement
NATIONAL IMPLEMENTATIONS OF THE STANDARDS – IAB UK GOLD STANDARD
• The “IAB UK Gold Standard” launched to clean up online advertising in October 2017
• The “Digital Ad Trust” – quality seal for publishers committed to responsible digital advertising – will be launched in March 2018, with cross-industry support
• Five dimensions of sustainable digital advertising: brand safety, viewability, fraud, UX, and some aspects of privacy and data protection
• The goal of improving UX is to be achieved by, amongst other, compliance with the Coalition’s Standards, and verified by third party monitoring to be put in place
NATIONAL IMPLEMENTATIONS OF THE STANDARDS – IAB UK GOLD STANDARD
• Carry out self-audit:
• Review the “Better Ads Standards” against your own ad formats: https://betterads.org/standards• Revise all ad formats tested by the Coalition listed in the research paper (pp. 30-46):
https://www.betterads.org/research/standardpaper
• Change ad formats from non-compliant to compliant ones, e.g. following recommendations such as “Best practices guide of Google”: https://www.doubleclickbygoogle.com/articles/creating-better-ad-experiences
• Monitor compliance:• Check Ad Experience Report open API to monitor compliance: https://developers.google.com/ad-
experience-report
• Background is available at Ad Experience Report Blog Post: https://adsense.googleblog.com/2017/08/helping-publishers-bust-annoying-ads.html, and Ad Experience Report Summary Page: https://support.google.com/webtools/answer/7159932?hl=en
• Stay up-to-date:
• Review the “Better Ads Experience” Program framework: https://www.betterads.org/wp-content/uploads/2017/12/Framework-for-a-Better-Ads-Experience-Program-Dec-18-2017.pdf
• Visit the Coalition's website for updates: https://www.betterads.org
• Remaining in contact with your industry representative (IAB Italy, IAB Europe, etc.)
COMPLIANCE RECOMMENDATIONS
• Finalisation of the modalities of the “Better Ads Experience” Program – February / Q1 2018
• Further socialisation of the Coalition’s Standards, including continued communications and education – Q1-Q4 2018
• Further Coalition’s research, including in-stream video and in-feed environments – Q1-Q4 2018
• Further development of the Coalition’s methodology – Q1-Q4 2018
NEXT STEPS FOR THE COALITION & BETTER ADS EXPERIENCE PROGRAM
