Google has started an organisation, together with advertisers and publishers, to get rid of bad online advertisements. The Coalition for Better Ads was announced by Google at a digital advertising trade show in Germany and is a direct response to the rise of adblockers.
The group wants to score ads based on e.g their size and how much bandwidth they consume. Also usage of tracking pixels and the effect on pageload times is taken in account. Based on these criteria the advertisements receive a rating. Publishers that participate in the Coalition for Better Ads will only show advertisements that score above a certain threshold. This should make sure participating websites no longer show bad and annoying advertisements.
The rating system should also become a new standard for online advertising. The first version of the standard is expected for the fourth quarter of this year. Besides Google also Unilever, The Washington Post, DMA, GroupM, Procter & Gamble and the European Publishers Council are part of the coalition.
