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Coalition for Better Ads launches Better Ads Standard for mobile apps

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The Coalition for Better Ads has developed a Better Ads Standard for mobile
apps to expand its efforts to improve the online ad experience for
consumers.The ad experiences identified in the Standard are based on the
Coalition’s extensive research related to mobile apps, which involved more
than 45,000 consumers in seven countries.

Four types of ad experiences were found to be least preferred by consumers
and beneath the Better Ads Standard for mobile in-app environments.These
were Interruptive Interstitials; Interruptive Video Interstitials; Non-Skippable
Interruptive Video Interstitials; and Video Interstitials When Opening an App.

The Coalition’s research found strong alignment of consumer preferences
across countries and regions for the most- and least-preferred mobile app ad
experiences, supporting the adoption of a single Better Ads Standard globally.
The Coalition’s Better Ads Standards identify the ad experiences that fall
beneath a threshold of consumer acceptability and are most likely to drive
consumers to install ad blockers. More than 150,000 consumers have
participated to date in the Coalition’s research to develop its set of Better
Ads Standards.

“The Better Ads Standard for mobile apps provides clear guidance for
developers and publishers who wish to reflect consumer preferences in their
in-app advertising experiences,” said Neal Thurman, Director of the Coalition
for Better Ads.“This new Standard complements the Coalition’s Better Ads
Standards for desktop and mobile web and short-form video that have been
widely adopted by industry participants globally to improve the consumer
experience with online advertising.”

Members of the Coalition for Better Ads have incorporated the Better Ads
Standards into industry certification programs and recommendations for best
practices for online advertising.The organisation has

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The Coalition said it and its members 34 members and 84 affiliate member,
including brands, ad tech companies, agencies, and trade associations. It said it
will continue to engage with trade associations and companies worldwide to
educate the industry about the Better Ads Standards and encourage their
widespread adoption.The Coalition plans additional consumer research of
different ad experiences and environments, including launching new research
on in-feed environments next year.

The Coalition’s Better Ads Experience Program certifies publishers and ad
experience vendors that voluntarily comply with the Better Ads Standards.
The Program’s online register of certified companies helps advertising
partners identify entities that apply the Standards.The Coalition welcomes
participation from additional publishers, ad experience vendors, and app
developers who meet the Program’s requirements.The Program includes an
independent dispute resolution mechanism developed by the Advertising Self-
Regulatory Council in consultation with the International Council for
Advertising Self-Regulation.The Program, through its implementation entities,
will assess compliance with the Better Ads Standard for mobile app
environments no earlier than 2 March, 2022.

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