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BEST PRACTICES & STRATEGIES

Standards. Certified companies will not have ads on their do not meet its criteria for more than 30 days. There
sites filtered based on the Standards by browsers that has been widespread publisher adoption of the
participate in the Program. The Program includes an Standards in regions where the Standards have
independent dispute resolution mechanism developed by already been in place.
the Advertising Self-Regulatory Council in consultation The Coalition for Better Ads has been formed by
with the International Council for Advertising Self- leading international trade associations and companies
Regulation. The Program, through its implementation involved in online media to improve consumers’
entity, will assess compliance with the Better Ads experience with online advertising. The Coalition
Standards for desktop and mobile web in regions outside conducted extensive consumer research to develop
of North America and Europe no earlier than May 9, Better Ads Standards and consists so far of 50
2019. members, representing leading global advertisers,
advertising agencies, publishers, and technology
Approximately 70 publishers representing nearly 300 companies. An additional 80 trade associations from
domains and 27 countries have certified compliance with around the world are affiliates of the Coalition for Better
the Coalition’s Standards and the requirements of the Ads.
Better Ads Experience Program. The global presence
and reach of participating companies signal the “We appreciate the comprehensive research that
commitment of publishers around the world to align their clarifies consumer views about online advertising
online advertising experiences with consumer experiences and the similarity of those views across
preferences. The Coalition welcomes participation from borders,” said Rodrigo Saavedra, General Manager of
additional publishers who meet the Program’s IAB Chile, a new affiliate member of the Coalition. “The
requirements. Standards support our mission to promote a vibrant
online ad industry that makes possible a broad range of
Participation in the Better Ads Program is just one way benefits to consumers.”
the online ad industry participants have independently
applied the Standards to benefit consumers. Individual Companies and trade associations that wish to join the
advertisers, ad tech companies, ad agencies, and Coalition can learn more at www.betterads.org. ◊
publishers have incorporated the Standards as part of
their efforts to effectively connect with consumers. By MediaBUZZ
Industry trade associations in North America and Europe
have incorporated the Standards into their certification
programs and recommendations of best practices to their
members. Last fall, six leading programmatic ad
exchanges committed to serving only ads compliant with
the Better Ads Standards. Google Chrome has promoted
adoption of the Standards by assessing use of ads that
violate the Standards and removing all ads for sites that

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