Coalition to tackle ad-blocking crisis unites Google, Unilever, P&G and Group M

Speakers at Dmexco in Cologne this week were united in their assertion that the industry needs to up its game in the face of ad-blocking and consumer disengagement -- and now a new initiative has been formed to put some heft behind achieving that.

The coalition wants to banish ads that frustrate consumers
The coalition wants to banish ads that frustrate consumers

The Coalition for Better Ads brings together major players from the brand world, media companies, agencies and industry bodies to achieve the goal of banishing ads that frustrate consumers.

Participants include Google, Facebook, Procter & Gamble, Unilever, the World Federation of Advertisers, Group M and the Interactive Advertising Bureau.

The coalition was announced on stage yesterday by Stephan Loerke, the chief executive of the World Federation of Advertisers. Its goals are to create standards the industry can refer to, develop technology to help implement the standards, and promote them among consumers and businesses. The coalition will make use of technology currently being developed at IAB’s Tech Lab.

The use of ad-blockers in the UK has now reached 22%, according to figures from the IAB. Eyeo, the company behind Adblock Plus, has caused consternation among digital ad companies by announcing it will itself sell ads.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 An oral history of 'Get a Mac,' Part 1

How an excruciating seven-month quest for an idea Steve Jobs didn't hate gave birth to one of the funniest, most effective campaigns in Apple's history, told by the writers, crew and actors who created it 10 years ago.

Just published

More