Google forms coalition to police the internet

They will work alongside a number of other groups

Google forms coalition to police the internet

Mark Lennihan / AP

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: 

  • American Association of Advertising Agencies (4A’s)
  • Association of National Advertisers (ANA)
  • BVDW Germany
  • Digital Content Next
  • DMA
  • European Publishers Council
  • Google
  • GroupM
  • IAB, IAB Europe, IAB Tech Lab, as well as additional national and regional IABs
  • Network Advertising Initiative (NAI)
  • News Media Alliance
  • Procter & Gamble
  • Unilever
  • The Washington Post
  • World Federation of Advertisers (WFA)