They will work alongside a number of other groups
Google has formed a coalition with a number of other companies to police online ads. The group is made up of advertisers, publishers and agency groups, all of whom aim to rid the web of bad ads.
The "Coalition for Better Ads" was announced last Thursday at "Dmexco", a digital advertising show in Cologne. The coalition is said to have formed as a direct response to the increasing number of ad blockers, and will act as a regulator for online advertising.
The group will create global standards for online advertising and it will be deployed using technology created by the Interactive Advertising Bureau's Tech Lab. This will work by scoring ads based on a number of criteria, such as loads time, the number of tracking pixels and the type of ad.
The coalition says it will develop the criteria based on consumer research, which will look into the kind of online ads people love and hate. The first iteration of the scoring system is expected to be released in the fourth quarter of this year.
The founding members of the Coalition are: