Giovanni Pio Gravina

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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