Key Takeaways

• Better Ads Standards were created by the Coalition for Better Ads to improve user experience and reduce ad blocker usage

• The standards prohibit specific intrusive ad formats on desktop and mobile web

• Publishers who implement these standards typically see lower bounce rates and higher engagement

• Google Chrome enforces these standards, making compliance essential for publishers

• Following these standards can lead to improved revenue through better user retention and higher-quality advertisers

What Are Better Ads Standards (And Why Should You Care)?

Let's face it – nobody likes annoying ads. We've all visited websites where suddenly a full-screen ad pops up, or an autoplay video starts blasting at full volume. It's no wonder ad blockers have become so popular.

That's exactly why the Better Ads Standards exist. These guidelines identify which ad formats annoy users the most and cause them to install ad blockers. By eliminating these problematic formats, publishers can create better user experiences and, ironically, make more money from their advertising.

A Brief History: Who's Behind These Standards?

The Coalition for Better Ads, formed in 2016, created these standards. This group includes major players like Google, Meta (formerly Facebook), Microsoft, and industry associations like the Interactive Advertising Bureau (IAB).

The initial standards were released in 2017 after extensive research with over 25,000 consumers. According to the IAB's published research, these standards were based on comprehensive consumer studies that identified the most problematic ad experiences. Since then, they've been updated to cover more formats and regions, and as of 2022, they've been expanded to include mobile app advertisements too.

The Banned List: Ad Formats to Avoid

The standards identify specific ad formats that should be avoided for both desktop and mobile. Let's break them down:

Desktop Web Experiences

• Pop-up ads - These interrupt the user by appearing over the content

• Auto-playing video ads with sound - Videos that play automatically with sound on

• Prestitial ads with countdown - Ads that appear before the content loads and force users to wait

• Large sticky ads - Ads that stick to the edge of the page and cover more than 30% of the screen

Mobile Web Experiences

All the desktop formats plus:

• Flashing animated ads - Ads with rapid animation changes

• Fullscreen scrollover ads - Ads that force users to scroll through them to see content

• Postitial ads with countdown - Ads that appear after the user navigates away from a page

• Density higher than 30% - When ads take up more than 30% of the vertical height of a page

Short-form Video Standards

In 2020, standards for short-form videos (less than 8 minutes) were also introduced, prohibiting:

• Long pre-roll ads that can't be skipped

• Mid-roll ads of any duration

• Large display ads that cover more than 20% of the video or player

Why Should Publishers Care About These Standards?

Now for the important part: why should you, as a publisher, care about following these standards?

1. Chrome Enforcement

Google Chrome enforces these standards. Sites with non-compliant ads can have all ads blocked by Chrome - not just the offending ones. With Chrome's massive market share (around 65% globally), this is a huge deal. Google provides an Ad Experience Report tool that helps publishers identify if their site violates any of these standards.

2. Improved User Experience & Metrics

Sites following these standards typically see:

• Lower bounce rates

• Longer session durations

• Higher pageviews per session

• Reduced ad blocker adoption

As one publisher told me, "After implementing Better Ads Standards, our average session duration increased by 40%. Users simply stayed longer because they weren't being annoyed."

3. Access to Premium Advertisers

Many premium advertisers refuse to place ads on sites with intrusive formats. By following these standards, you open the door to higher-paying campaigns from brands that care about appearing in quality environments.

4. Long-term Revenue Benefits

While removing intrusive formats might cause a temporary dip in revenue, the long-term benefits almost always outweigh this initial drop. Sites that follow these standards often report higher RPMs (revenue per thousand impressions) over time because of improved user engagement.

How to Implement Better Ads Standards

Implementing these standards is mostly about what NOT to do. Here's a simple checklist:

1. Audit your current ad formats - Identify any formats that violate the standards

2. Remove or replace problematic formats - Replace intrusive formats with more user-friendly alternatives

3. Balance ad density - Ensure ads don't exceed 30% of page space on mobile

4. Use Google's Ad Experience Report - This tool in Google Search Console shows if your site violates any standards

5. Consider user experience when placing ads - Just because an ad format is allowed doesn't mean it's ideal for your users

For detailed implementation guidelines, Google offers a comprehensive guide on implementing Better Ads Standards through their Ad Manager platform. This resource provides step-by-step instructions that make compliance straightforward, even for publishers just getting started with ad optimization.

Common Questions About Better Ads Standards

Are these standards legally required?
No, they're voluntary industry standards. However, Chrome's enforcement makes them essentially mandatory if you want your ads to display properly to most users.

Will following these standards eliminate all ad blockers?
No, but research shows that sites following these standards see lower ad blocker adoption rates. They address the main reasons why users install ad blockers in the first place.

Do these standards apply to all types of advertising?
The standards currently cover desktop web, mobile web, and short-form video. They recently expanded to include mobile app ads as well, covering most digital advertising channels.

Real Benefits for Publishers

According to a case study by Setupad, publishers who implement Better Ads Standards often see tangible improvements in key metrics. One mid-sized news site reported a 15% decrease in bounce rate and a 23% increase in pages per session after removing non-compliant ad formats.

These improvements translate directly to revenue: higher engagement means more ad impressions per user, which can offset any short-term revenue loss from removing intrusive formats.

Conclusion: Better Ads = Better Business

The Better Ads Standards represent a rare win-win in the publishing world. By eliminating intrusive ad formats that drive users away, you can actually increase engagement and ultimately earn more from your advertising.

As the digital ad industry evolves, staying compliant with these standards is becoming less optional and more essential. The good news is that what's good for users turns out to be good for business too.

This article is part of our Monetization Minis series, designed to help publishers understand key concepts in digital advertising and monetization.