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Procter & Gamble and Unilever push for better online ad experience globally

A new consortium consisting of leading international trade associations and companies has been formed to improve consumers’ experience with online advertising.

Called The Coalition for Better Ads, the new entity will leverage consumer insights and cross-industry expertise to develop and implement new global standards for online advertising.  Advertising bodies forming the new entity include American Association of Advertising Agencies (4A’s), Association of National Advertisers (ANA) and World Federation of Advertisers (WFA) to name a few.

Meanwhile, brands such as Procter & Gamble and Unilever, media owners such as Facebook and Google; and publishers such as The Washington Post have also jumped on the bandwagon showing their support.

Some of the initiatives The Coalition will focus on in coming months include creating consumer-based, data-driven standards which companies can refer to improve the consumer ad experience. It will draw upon consumer research in shaping the standards. The new entity will also work to encourage awareness of the standards among consumers and businesses.

“Advertising funds the diversity of information, entertainment, and services on the free Internet, but that doesn’t give business a license to abuse the good will of consumers. It is essential that the industry creates standards to assure that consumers get safe, fast, secure delivery of the sites and services they love,” Randall Rothenberg, resident and CEO of the Interactive Advertising Bureau (IAB) said.

“Ads support free content, quality journalism and enable social connections across the Internet. But people are telling us they are fed up with how ads are being delivered on their favourite sites. We hear that message loud and clear,” Stephan Loerke, CEO of the World Federation of Advertisers said.

Founding members and supporters of the Coalition include:

  • 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
  • Additional national and regional IABs
  • Network Advertising Initiative (NAI)
  • News Media Alliance
  • Procter & Gamble
  • Unilever
  • The Washington Post
  • World Federation of Advertisers (WFA)

(Photo courtesy: 123RF)

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