Google and P&G in Coalition to Police Ad Standards Across the Web
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In possibly the broadest attempt yet to fix online advertising so that consumers don’t become obsessed with blocking it, Google has got together with a diverse group of marketers, publishers, agencies and industry bodies to create The Coalition for Better Ads. Other participants include top global marketer Procter & Gamble, Unilever, The Washington Post, the 4As agency association, the Association of National Advertisers, the World Federation of Advertisers and GroupM, the world’s largest ad buyer.
The goal is to monitor the quality of ads using bespoke technology now in development at the Interactive Advertising Bureau’s Tech Lab. Only ads that make it through the filter will be displayed on the websites of participating companies.
In some ways the effort echoes the “Acceptable Ads” program run by Adblock Plus, under which the ad-blocking software lets certain ads through if it deems them unobtrusive and lightweight enough. Controversially, Adblock Plus charges large players in the ecosystem — such as Google — to participate.
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