There are almost too many competing initiatives going on to fix what different constituencies consider to be wrong about online advertising. Each constituency has its own point of view and a “proprietary” method of enacting a solution. Over the last few months, we’ve been researching the Coalition for Better Ads, which is run by Google and the other big ad players, and how it differs from the Acceptable Ads Committee’s standards. The Acceptable Ads Committee is an independent organization under the auspices of the people who run Ad Block Plus. You can guess that the Google standards favor ad-supported content, while the Acceptable Ads Committee allows only four or five formats.
There are at least two qualitative differences between these standards: first there is no user-side (consumer) representation on the Coalition for Better Ads, and second, Google holds the dubious double role of voting member and enforcer through its forthcoming Chrome ad filter. The Acceptable Ads Committee favors consumers, and the agenda is held by Ad Block Plus.
As the launch of the Chrome ad filter nears, we thought it was important that we point out these differences. Fortunately, the Acceptable Ads Coalition went through each of 55 desktop ad types to arrive at its own blocking criteria (see page 37 on https://www.betterads.org/wp-content/uploads/2017/03/Determining-a-Better-Ads-Standard-based-on-User-Experience-Data.pdf)). Then it tested whether each format was blocked by the CBA and the AAC. After it did the work, it made an announcement about the comparison on its blog.
It turns out the new Chrome filter will only block 8/55 ad types. Contrast that to the AAC standards at 51/55, and the difference is unambiguous from a user perspective. If you’re really into ad blockers, the Chrome ad filter isn’t good enough for you. On the other hand, if what you dislike is interruptive ads, the Chrome ad filter is likely to give you surcease from the most obnoxious ads without filtering out everything.
And if you are buying ads, and are you’re interested in the ad formats that will make it through any ad blocker, you might want to browse through the spreadsheet we’ve included here. This will be a good way to see if your ads make it through Ad Block Plus, although if you are buying media we hope you already know this.