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.

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