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Our Formats Meet Better Ads Standards

There’s a reason we’ve been around since 1999 and are still here for our publisher partners, our brands, and their agencies. It’s because we actually care about what we do and take pride in our work. We try to adhere to all the better ads standards coming into the industry before everyone else. As a technology leader, we always try to innovate around all the rapid changes in the industry without violating either the letter or the spirit of those changes. After all, our employees and executives are also consumers, and we have to experience what we produce!

This involves having an engaged product team that keeps abreast of the changes, tests all our major product offerings against them, and makes sure that we continue to take the high road in professionalizing online advertising, rather than just profiting from it. Although this has involved a great deal of work and some sacrifice on our parts, we are proud of ourselves for threading our way through the morass of conflicting standards and arriving at products the marketplace likes and consumers do not block.

The head of our product department has just completed an extensive review of the “Better Ads Standard” and informed the company that our key innovations will pass that standard. This is good news both to us and our customers, because it means we can maintain customer trust. Buying our formats will not violate any industry standard, not even the one advocated by AdBlock Plus.

One of our innovations, now called Smartphone Brand Recall SBR continues to receive great response in the market. It is an in app video format for mobile that’s interactive, and allows consumers to progress to the next level in a game they are playing by engaging in an ad rather than by paying money. Tests have demonstrated that the brand recall from this ad format is very high.

We have released a new publisher dashboard, which works much better than our old one and is liked by everyone who uses it.

In upcoming developments, the Chrome mobile browser has been blocking autoplay of video even in a muted state. But the upcoming release of Chrome for Mobile will allow muted autoplay irrespective of other settings — including “datasaver.”

Better Ads in 2018 from ZEDO

For the past six months, we’ve been writing about efforts to make the advertising industry better, which are tantamount to saving free content on the web. After all, if the industry continues to ignore consumers, they will simply turn off ads. Many efforts are focused on this direction, including several promising blockchain startups aiming and the media buying process.

But our current favorite initiative is one we’ve discussed back in September 2016, when the Coalition for Better Ads first launched. In the past year or so, the Coalition has developed a framework to “save” the industry on the format side.

In January 2018, the Coalition will begin rollout of the Better Ads Experience Program, a voluntary initiative for industry participants to improve the online ad experience for consumers and promote marketplace adoption of the Better Ad Standards. Based on a framework developed by the Coalition, the Better Ads Experience Program will certify web publishers that agree not to use the most disruptive ads identified in the Standards and will accredit browsers and advertising technology companies that will assess publishers’ compliance with the Standards and filter digital ads based on the Standards.

The Program will maintain a register of certified companies that will not have ads on their sites filtered based on the Standards by browsers and advertising technology companies that participate in the Program. If compliance issues arise, certified companies will be notified and have an opportunity to address violations or to pursue review by an independent dispute resolution mechanism available through the Program. Additional details about the program, including the registration process, fees, and other details, will be released in January for review by companies that are interested in participating.

The Better Ads Standards currently have been developed for the desktop and mobile web environments in Europe and North America. The Coalition’s extensive consumer research identified the following types of desktop ad experiences beneath the Better Ads Standard: pop-up ads, auto-play video ads with sound, prestitial ads with countdown and large sticky ads. For the mobile web environment, the following types of ad experiences fell beneath the Better Ads Standard: pop-up ads, prestitial ads, ads with density greater than 30%, flashing animated ads, auto-play video ads with sound, poststitial ads with countdown, full-screen scrollover ads, and large sticky ads.

We support every industry initiative we can that is focused on improving and professionalizing our industry. Ask us anything you need to know about our formats and their compliance, and we’ll be able to help you.