Big 3 Ask For Better Ad Experience, Let’s Add Some Teeth to It
Yesterday, Thursday, Oct. 12, the ANA, 4A’s, and IAB jointly sent a letter to the Coalition for Better Ads (CBA) asking to modify its Better Ads Standards to apply more pressure to browser operators to provide a 'safe harbor.'
The CBA, comprised of more than a dozen advertising trade associations, advertisers, publishers, and agency groups, was established in September 2016 to self-regulate using a global standard for online advertising and by sunsetting several ad formats highly disliked by consumers. The hope of the “The Better Ads Experience Program” is to improve user experience to curtail consumers from installing browser-based ad blocking tech that employs draconian standards.
As the CEO of a company that’s been the leader in scaling and measuring high quality brand content and ad experiences, I'm delighted that these issues are now at the forefront with advertisers, and now, some tech providers.
Where I diverge from the three industry groups and CBA is around voluntary compliance of the guidelines. I recommend adding teeth to the guidelines by making them mandatory or we run the risk of the browser companies independently implementing as they see fit. I encourage publishers to lead the way by putting ad quality ahead of a self-destructive pursuit of additional demand. Publishers could accelerate the flight for better advertising by providing the shot of penicillin that our ecosystem so desperately needs.
We also must not lose sight that viewability, engagement measurement (not just clicks), fraud prevention, and high-quality ads enhance the user experience and are good for the entire ecosystem. This has been a core tenet of the Nativo mission since Day 1. In fact, it's often been a challenge and not an advantage to be a company that cares about these things—until now.
Together we can create a better advertising experience, one that serves the needs of consumers, advertisers, and publishers alike.
October 13, 2017