Coalition for Better Ads Will Use Research, Advocacy to Develop and Implement New Standards
COLOGNE, GERMANY (dmexco) – September 15, 2016 – Leading international trade associations and companies involved in online media are joining forces to improve consumers’ experience with online advertising. The Coalition for Better Ads will leverage consumer insights and cross-industry expertise to develop and implement new global standards for online advertising.
“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,” said Randall Rothenberg, President and CEO of the Interactive Advertising Bureau (IAB), one of the Coalition members who announced the initiative at dmexco, the global conference for digital marketers. “It is essential that industry create standards to assure that consumers get safe, fast, secure delivery of the sites and services they love.”
“The breadth of this Coalition emphasizes our belief that a unified, industry-wide effort will drive the change consumers want,” said Oliver von Wersch, BVDW Germany and Managing Director at the digital division of Gruner+Jahr, a leading publishing house in Europe and a subsidiary company of Bertelsmann. “This collaborative effort reflects the commitment of the online advertising community to improve the advertising experience for Internet users worldwide.”
“Advertising has been the economic driver of the explosive growth of the Internet and mobile media. To assure that advertising fulfills this critical role, the digital marketplace needs continually to be strengthened. Leading brands develop a deep understanding of consumer needs and work to meet them,” said Bob Liodice, CEO of ANA. “The Coalition for Better Ads will utilize a similar approach that translates consumer insights into positive action.”
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