The rapid growth of video ads in the past few years has launched both positive and negative consumer experiences, but above all, has created the urgent need for more rigorous standards and global policy. Recent Cisco studies confirm that video will absorb 80% of the world’s Internet traffic by 2019, while Smaato reports mobile video advertising is expected to grow from $6.72B in 2017 to $9.90B in 2018.
To address consumer expectations, the Coalition for Better Ads (CBA) was formed in September 2016. This group is composed of leading international trade associations and companies involved in online media, including Google, Facebook, Procter & Gamble, Unilever, the 4As, the Association of National Advertisers, the World Federation of Advertisers, The Washington Post, GroupM and the Interactive Advertising Bureau (IAB).
The goal of the consortium is to improve consumers’ experience with online advertising and establish new global standards for ad units. The group is responsible for monitoring ad quality and ensuring safe, fast and secure delivery of sites and services applied to desktop web and mobile web for North America and Europe.
Viralize is constantly improving its video ad experience ensuring relevant ads are shown to engaged audiences at the right time. Since the announcement of the Better Ads Standards in January 2018, we have worked diligently to update our Units and policies wherever needed in order to be completely compliant with the new standards.
We are pleased to confirm that our video units, with the exception of Interstitial, are fully compliant with the Better Ads Standards set forth by the CBA. Our Publishers have greatly appreciated our simultaneous alignment with these new requirements, and top Publishers continue receiving positive feedback in their Ad Experience Reports, Google’s latest verification tool launched February 15, 2018, together with the Chrome ad-blocking filter.
Viralize continues to closely monitor changing compliance standards and will quickly adapt and update our Units and platform to offer our clients only the best tools and highest video ad standards.