IAB links with Coalition for Better Ads in a bid to improve online ad experience

The Interactive Advertising Bureau of Australia (IAB) will support the launch of a research project in Australia by the Coalition for Better Ads (CBA) aimed at setting guidelines for local marketers, brands and publishers to deliver more consumer-friendly online ads.

Vijay Solanki: decision to join CBA about giving consumers a better experience

IAB Australia’s announcement it is joining the group, which has already released its Better Ads Standards guidelines in North America and Europe, comes as the organisation continues to work on major industry issues such as transparency, ad fraud and viewability.

The CBA launched in Germany in October and includes major advertisers Procter & Gamble and Unilever among its membership.

IAB chief executive officer Vijay Solanki said the decision to join the CAB was based on giving users of online advertising better information about how their ads were being received by consumers.

“We are continuing to strongly drive every available option to help simplify and improve the online advertising experience for consumers and to improve the advertising value for brands,” Solanki said.

“Collaboration is critical to achieving this goal and so working with other trade associations locally and internationally, as well as leading brands and publishers, will continue to underpin our approach.”

Unilever’s London-based chief marketing officer Keith Weed said advertisers needed to have access to global standards across desktop and mobile.

“As an industry we have a responsibility to find better ways of making great advertising and content that really engages people,” Weed said.

“It’s in everyone’s interest. Better advertising leads to a better experience for the viewer and more effective advertising for brand. The work of the Coalition to identify consumer preferences around ad formats will be a highly useful and insightful tool for the brand builders, advertisers and advertising agencies who are working to improve the quality of advertising for the viewer while driving effectiveness and efficiencies for the brand.”


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