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1.3 2.354c-0.47-0.014-0.912-0.141-1.3-0.354c0 0 0 0 0 0 c0 1.4 1 2.5 2.3 2.774c-0.241 0.062-0.495 0.102-0.756 0.102c-0.186 0-0.365-0.02-0.541-0.055 c0.365 1.1 1.4 1.9 2.7 1.971c-0.982 0.756-2.222 1.208-3.567 1.208c-0.232 0-0.461-0.016-0.686-0.04 c1.271 0.8 2.8 1.3 4.4 1.272c5.286 0 8.171-4.312 8.171-8.055c0-0.123-0.003-0.246-0.009-0.367 C18.127 8.8 18.6 8.3 19 7.72c-0.516 0.225-1.068 0.378-1.648 0.446C17.943 7.8 18.4 7.3 18.6 6.604z"></path></g></svg></a>  </div> <a class="mobile-icon fixed-mobile-icon "><span></span></a></div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> <div class="row-fluid-wrapper row-depth-1 row-number-3 "> <div class="row-fluid "> <div class="span12 widget-span widget-type-custom_widget " style="" data-widget-type="custom_widget" data-x="0" data-w="12"> <div id="hs_cos_wrapper_module_1535590205681235" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"> <div class="bg-image-section" style=" background-image: url('https://www.betterads.org/hubfs/Better_Ads_August2018/Images/banner.jpg')"> <div class="page-center"> <div class="custom-heading"> <h1>The Better Ads Standards</h1> </div> </div> </div> </div> </div> </div> </div> </div> </div> <div class="body-container-wrapper"> <div class="body-container container-fluid"> <div class="row-fluid-wrapper row-depth-1 row-number-1 "> <div class="row-fluid "> <div class="span12 widget-span widget-type-cell about-row-1" style="" data-widget-type="cell" data-x="0" data-w="12"> <div class="row-fluid-wrapper row-depth-1 row-number-2 "> <div class="row-fluid "> <div class="span12 widget-span widget-type-cell page-center" style="" data-widget-type="cell" data-x="0" data-w="12"> <div class="row-fluid-wrapper row-depth-1 row-number-3 "> <div class="row-fluid "> <div class="span12 widget-span widget-type-widget_container " style="" data-widget-type="widget_container" data-x="0" data-w="12"> <span id="hs_cos_wrapper_module_140190329510711990" class="hs_cos_wrapper hs_cos_wrapper_widget_container hs_cos_wrapper_type_widget_container" style="" data-hs-cos-general-type="widget_container" data-hs-cos-type="widget_container"><div id="hs_cos_wrapper_widget_6121468281" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_custom_widget" style="" data-hs-cos-general-type="widget" data-hs-cos-type="custom_widget"><span id="hs_cos_wrapper_widget_6121468281_" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" style="" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text"><p>The Coalition’s Better Ads Standards identify the ad experiences that fall beneath a threshold of consumer acceptability and are most likely to drive consumers to install ad blockers. More than 150,000 consumers have participated to date in the Coalition’s research to develop its set of Better Ads Standards.</p> <p> </p></span></div> <div id="hs_cos_wrapper_widget_1634844640941" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"><span id="hs_cos_wrapper_widget_1634844640941_" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" style="" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text"><h2>Experiences</h2> <div id="tabnav-wrapper" class="tabnav-wrapper"><span class="tabnav" data-pos="0">Desktop</span> <span class="tabnav" data-pos="1">Mobile Web</span> <span class="tabnav" data-pos="2">Short-Form Video</span> <span class="tabnav" data-pos="3">Mobile App</span></div></span></div> <div id="hs_cos_wrapper_widget_1535734164736" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"><div class="web-experiences-group"> <div class="web-experiences-title"> <p><span class="gray-bar-heading"> </span></p> <h3>Desktop Web Experiences</h3> </div> <div class="web-experiences-inner"> <a href="https://www.betterads.org/desktop-pop-up-ad/"> <div class="web-experiences-items"> <div class="wpb_wrapper"> <p>Pop-up Ads</p> <p> <img src="https://www.betterads.org/hubfs/desktop-pop-up-grid.png" alt="desktop-pop-up-grid"></p> </div> </div> </a> </div> <div class="web-experiences-inner"> <a href="https://www.betterads.org/desktop-auto-playing-video-ad-with-sound/"> <div class="web-experiences-items"> <div class="wpb_wrapper"> <p>Auto-playing Video Ads with Sound</p> <p> <img src="https://www.betterads.org/hubfs/desk2.png" alt="Auto-playing Video Ads with Sound"></p> </div> </div> </a> </div> <div class="web-experiences-inner"> <a href="https://www.betterads.org/desktop-prestitial-ad-with-countdown/"> <div class="web-experiences-items"> <div class="wpb_wrapper"> <p>Prestitial Ads with Countdown</p> <p> <img src="https://www.betterads.org/hubfs/desk3.png" alt="Prestitial Ads with Countdown"></p> </div> </div> </a> </div> <div class="web-experiences-inner"> <a href="https://www.betterads.org/desktop-large-sticky-ad/"> <div class="web-experiences-items"> <div class="wpb_wrapper"> <p>Large Sticky Ads</p> <p> <img src="https://www.betterads.org/hubfs/desk4.png" alt="Large Sticky Ads"></p> </div> </div> </a> </div> </div></div> <div id="hs_cos_wrapper_widget_1535735774599" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"><div class="web-experiences-group"> <div class="web-experiences-title"> <p><span class="gray-bar-heading"> </span></p> <h3>Mobile Web Experiences</h3> </div> <div class="web-experiences-inner"> <a href="https://www.betterads.org/mobile-pop-up-ad/"> <div class="web-experiences-items"> <div class="wpb_wrapper"> <p>Pop-up Ads</p> <p> <img src="https://www.betterads.org/hubfs/mobile1.png" alt="Pop-up Ads"></p> </div> </div> </a> </div> <div class="web-experiences-inner"> <a href="https://www.betterads.org/mobile-prestitial-ad/"> <div class="web-experiences-items"> <div class="wpb_wrapper"> <p>Prestitial Ads</p> <p> <img src="https://www.betterads.org/hubfs/mobile2.png" alt="Prestitial Ads"></p> </div> </div> </a> </div> <div class="web-experiences-inner"> <a href="https://www.betterads.org/mobile-ad-density-higher-than-30/"> <div class="web-experiences-items"> <div class="wpb_wrapper"> <p>Ad Density Higher Than 30%</p> <p> <img src="https://www.betterads.org/hubfs/mobile3.png" alt="Ad Density Higher Than 30%"></p> </div> </div> </a> </div> <div class="web-experiences-inner"> <a href="https://www.betterads.org/mobile-flashing-animated-ad/"> <div class="web-experiences-items"> <div class="wpb_wrapper"> <p>Flashing Animated Ads</p> <p> <img src="https://www.betterads.org/hubfs/mobile4.png" alt="Flashing Animated Ads"></p> </div> </div> </a> </div> <div class="web-experiences-inner"> <a href="https://www.betterads.org/mobile-auto-playing-video-ad-with-sound/"> <div class="web-experiences-items"> <div class="wpb_wrapper"> <p>Auto-playing Video Ads with Sound</p> <p> <img src="https://www.betterads.org/hubfs/mobile5.png" alt="Auto-playing Video Ads with Sound"></p> </div> </div> </a> </div> <div class="web-experiences-inner"> <a href="https://www.betterads.org/mobile-postitial-ad-with-countdown/"> <div class="web-experiences-items"> <div class="wpb_wrapper"> <p>Postitial Ads with Countdown</p> <p> <img src="https://www.betterads.org/hubfs/mobile6.png" alt="Postitial Ads with Countdown"></p> </div> </div> </a> </div> <div class="web-experiences-inner"> <a href="https://www.betterads.org/mobile-full-screen-scrollover-ad/"> <div class="web-experiences-items"> <div class="wpb_wrapper"> <p>Full-screen Scrollover Ads</p> <p> <img src="https://www.betterads.org/hubfs/mobile7.png" alt="Full-screen Scrollover Ads"></p> </div> </div> </a> </div> <div class="web-experiences-inner"> <a href="https://www.betterads.org/mobile-large-sticky-ad/"> <div class="web-experiences-items"> <div class="wpb_wrapper"> <p>Large Sticky Ads</p> <p> <img src="https://www.betterads.org/hubfs/mobile8.png" alt="Large Sticky Ads"></p> </div> </div> </a> </div> </div></div> <div id="hs_cos_wrapper_widget_1580748806897" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"><div class="web-experiences-group"> <div class="web-experiences-title"> <p><span class="gray-bar-heading"> </span></p> <h3>Short-Form Video Experiences</h3> </div> <div class="web-experiences-inner"> <a href="https://www.betterads.org/short-form-video-long-preroll"> <div class="web-experiences-items"> <div class="wpb_wrapper"> <p>Long Pre-Roll Ads that can't be Skipped</p> <p> <img src="https://www.betterads.org/hubfs/short-form-video-long-preroll-standard.png" alt="short-form-video-long-preroll-standard"></p> </div> </div> </a> </div> <div class="web-experiences-inner"> <a href="https://www.betterads.org/short-form-video-midroll"> <div class="web-experiences-items"> <div class="wpb_wrapper"> <p>Mid-Roll Ads</p> <p> <img src="https://www.betterads.org/hubfs/short-form-video-midroll-standard.png" alt="short-form-video-midroll-standard"></p> </div> </div> </a> </div> <div class="web-experiences-inner"> <a href="https://www.betterads.org/short-form-video-large-display"> <div class="web-experiences-items"> <div class="wpb_wrapper"> <p>Large Display Ads</p> <p> <img src="https://www.betterads.org/hubfs/short-form-video-large-display-standard.png" alt="short-form-video-large-display-standard"></p> </div> </div> </a> </div> </div></div> <div id="hs_cos_wrapper_widget_1635208957418" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"><div class="web-experiences-group"> <div class="web-experiences-title"> <p><span class="gray-bar-heading"> </span></p> <h3>Mobile App Experiences</h3> </div> <div class="web-experiences-inner"> <a href="https://www.betterads.org/mobile-app-interruptive-interstitials"> <div class="web-experiences-items"> <div class="wpb_wrapper"> <p>Interruptive interstitials</p> <p> <img src="https://www.betterads.org/hubfs/Interruptive%20interstitial%20Static.png" alt="Interruptive interstitial Static"></p> </div> </div> </a> </div> <div class="web-experiences-inner"> <a href="https://www.betterads.org/mobile-app-interruptive-video-interstitials"> <div class="web-experiences-items"> <div class="wpb_wrapper"> <p>Interruptive video interstitials</p> <p> <img src="https://www.betterads.org/hubfs/Interruptive%20video%20Static.png" alt="Interruptive video Static"></p> </div> </div> </a> </div> <div class="web-experiences-inner"> <a href="https://www.betterads.org/mobile-app-non-skippable-video-interruptive-interstitials"> <div class="web-experiences-items"> <div class="wpb_wrapper"> <p>Non-skippable video interruptive interstitials</p> <p> <img src="https://www.betterads.org/hubfs/Interruptive%20No%20Skip%20Static.png" alt="Interruptive No Skip Static"></p> </div> </div> </a> </div> <div class="web-experiences-inner"> <a href="https://www.betterads.org/mobile-app-video-interstitial-opening-app"> <div class="web-experiences-items"> <div class="wpb_wrapper"> <p>Video interstitials when opening an app</p> <p> <img src="https://www.betterads.org/hubfs/Interruptive%20App%20Open%20Static.png" alt="Interruptive App Open Static"></p> </div> </div> </a> </div> </div></div> <div id="hs_cos_wrapper_widget_1635207962470" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"><span id="hs_cos_wrapper_widget_1635207962470_" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" style="" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text"><div style="margin: 50px auto 35px; display: inline-block;"> <h2>Better Ads Standards: Least preferred ad experiences</h2> <p>Extensive consumer input and empirical data shaped the Better Ads Standards. While the Coalition’s consumer research was designed to identify the least preferred ad types, it also provides insight into consumers’ evaluation of a far broader range of ad experiences, including those more preferred by consumers. By focusing the definition of Better Ads Standards on the least preferred ad experiences, the Coalition’s methodological approach leaves open the possibility for continued innovation in the development of new ad experiences. Visit the Coalition’s <a href="/research/">research</a> page to learn more about the other tested ad experiences.</p> <p>For purposes of the current Better Ads Standards, an “ad” is promotional content displayed on the web as the result of a commercial transaction with a third party.</p> <p>Learn more about the <a href="https://f.hubspotusercontent10.net/hubfs/4231068/Better-Ads-Standards-Content-Environments-11-10-2021.pdf" target="_blank" rel="noopener">Content Environments</a> for the Better Ads Standards.</p> <p><span>Learn more about the </span><a href="https://cdn2.hubspot.net/hubfs/4231068/Better_Ads_August2018/PDF/Interpretation%20Panel%20Decisions.pdf"><u><span><span>decisions</span></span></u></a><span> of the Coalition’s Interpretation Panel.</span><span></span></p> <p><span>The Coalition has translated the Standards into <a href="/translated-better-ads-standards" rel=" noopener">multiple languages</a>. In cases where the nuances of translation are imperfect, please rely on the English language version.</span></p> </div></span></div> <div id="hs_cos_wrapper_widget_1635450881968" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"><span id="hs_cos_wrapper_widget_1635450881968_" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" style="" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text"><p> </p> <h2>Using the Better Ads Standards</h2> <p><span>The Coalition encourages advertisers, publishers, app developers, and advertising technology providers to review its research and the Better Ads Standards, as part of their efforts in the marketplace to improve the online ad experience.</span></p> <ul> <li><em>Advertisers</em><span> </span>can use the Better Ads Standards to inform campaign development and execution</li> <li><em>Publishers and app developers</em><span> </span>can use the Better Ads Standards to develop improved experiences for their audiences</li> <li><em>Ad technology platforms</em><span> </span>can use the Better Ads Standards in the development process for new ad experiences</li> <li><em>Providers of measurement technologies</em><span> </span>can use the Better Ads Standards to develop new ways to assess marketplace prevalence of the ad experiences preferred by consumers</li> </ul></span></div></span> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> <div class="footer-container-wrapper"> <div class="footer-container container-fluid"> <div class="row-fluid-wrapper row-depth-1 row-number-1 "> <div class="row-fluid "> <div class="span12 widget-span widget-type-global_group " style="" data-widget-type="global_group" data-x="0" data-w="12"> <div class="" data-global-widget-path="generated_global_groups/6120436976.html"><div class="row-fluid-wrapper row-depth-1 row-number-1 "> <div 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