ANA and Online Media Leaders Create the Coalition for Better Ads

Advertising clearly has fueled the explosive growth of the internet and mobile media, driving access to massive amounts of valuable content, services and applications at little or no cost to consumers. Consumers, however, increasingly have demonstrated frustration with ads that disrupt their experience, interrupt content and slow browsing. This frustration among other factors has led to increased levels of ad blocking.

ANA has been working to address this growing issue and to improve the digital advertising marketplace. Today, as part of this effort, we joined forces with industry leaders from around the globe to form the Coalition for Better Ads. The Coalition reflects the commitment of the online advertising community to improve the advertising experience for internet users worldwide. Its strength comes from the broad range of global organizations involved, including advertisers, agencies, advertising technology companies, and publishers, and a commitment to put the perspective of the consumer front and center.

The Coalition will focus on several initiatives in the coming months:

  • Create consumer-based, data-driven standards that companies in the online advertising industry can use to improve the consumer ad experience;
  • With the help of partners, develop and deploy technology to implement these standards;
  • Encourage awareness of the standards among consumers and businesses in order to ensure wide uptake and elicit feedback;
  • Develop a comprehensive accountability and enforcement solution to ensure that Coalition participants who endorse these efforts are applying the standards in a correct manner.

The Coalition will draw upon consumer research in shaping the standards.

Founding members and supporters of the Coalition, in alphabetical order, include the American Association of Advertising Agencies (4A’s), Association of National Advertisers (ANA), BVDW Germany, Digital Content Next, DMA, European Publishers Council, Facebook, Google, GroupM, IAB, IAB Europe, IAB Tech Lab, as well as additional national and regional IABs, Network Advertising Initiative (NAI), News Media Alliance, Procter & Gamble, Unilever, The Washington Post, and World Federation of Advertisers (WFA).

Companies and trade associations that wish to join the Coalition can learn more at