Source: www.adweek.com --- Friday, October 13, 2017
This week, the three biggest ad industry trade groups finally agreed on something: ads need to suck less. On Wednesday, the leaders of IAB, ANA and the 4A’s wrote a letter to the coordinator of the Coalition for Better Ads, the organization founded about a year ago by Google and a bunch of other companies in the interest of improving the online ad experience for users and hopefully reducing the use of ad blockers in turn. This may seem like a contradiction for Google given that the company recently began testing its own ad blocker for Chrome, but make of that what you will. (Also note the absence of Apple from the group’s list of members .) In short, the letter calls for new, universal standards regarding digital ads. The Coalition has yet to release such guidelines after more than a year. “While we have welcomed this discussion, we believe that members and other stakeholders are eager for the Coalition to finalize the elements of a self-regulatory framework that will enhance marketplace adoption of the standards and make a difference for consumers,” it reads. If every platform develops its own standards, they could throw the larger ad ecosystem into chaos while also screwing up the creative process for both agencies and clients, the argument goes. As an example, the parties call out Apple and the “heavy-handed cookie standards” it announced last month for Safari . Those standards limit cookie-based retargeting windows to 24 hou ...
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