The Coalition for Better Ads has developed initial Better Ads Standards for desktop web and mobile web for North America and Europe, based on comprehensive research involving more than 25,000 consumers.
The Coalition’s research identifies the ad experiences that rank lowest across a range of user experience factors, and that are most highly correlated with an increased propensity for consumers to adopt ad blockers. These results define initial Better Ads Standards that identify the ad experiences that fall beneath a threshold of consumer acceptability. Four types of desktop web ads (six tested ad experiences) and eight types of mobile web ads (twelve tested ad experiences) fell beneath this threshold. A summary of these types of ad experiences is presented below.