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Stricter Adherence to the Better Ads Standards

Trend Report 2023: Stricter adherence to the Better Ads Standards

The following is an extract from The Bank’s Trend Report 2023, our deep dive into the events and innovations that are set to shape and characterise online advertising and digital marketing over the next 12 months.

To access the full report, along with our directory of essential tools for 2023, click here.

Part XV: Advertisers Embrace Integrative Ad Modules That Improve User Experience

In 2022, Alphabet demonstrated its commitment to the standards laid out by the Coalition for Better Ads, starting with the implementation of a Google Ads policy that bans destination pages which do not adhere to CBA guidelines. The Better Ads Standards were established as a baseline for ad presentation, based on consumer input and empirical research into which units and display methods are least preferred by consumers. 

The primary impact of these standards for advertisers is twofold:

Firstly, and most obviously, advertisers will need to ensure that their ad units are in accordance with CBA policy. Aside from the fact that non-compliant ad units have been found to produce a negative experience for consumers, they will increasingly be blocked from view entirely. 

Secondly, advertisers will need to take steps to ensure that their partner publishers are reputable enough to observe these standards when it comes to the placement of ad content, and that they have a commitment to support an ever growing number of user-friendly marketing modules.


Redundant Formats

The ad formats deemed unacceptable by the CBA vary by device type, with different standards set for desktop, mobile web, mobile app, and short-form video. Broadly speaking, the Coalition seeks to prohibit intrusive pop-up ads, auto-playing video and audio ads, interruptive interstitials, and large sticky display ads—across devices, it is these formats which are most unpalatable to users.

For some advertisers, the widespread adoption of CBA standards will mean a restructuring of marketing materials, with new creatives required for a range of use cases.

Campaign and Strategy Development

Advertisers who rely on intrusive or low-quality ad formats as part of their strategy will need to re-evaluate their approach as they move into 2023. Failure to do so is likely to result in restricted redirection to the sites which display your content, resulting in wasted efforts and a fruitless campaign.

Quality Publishers

As CBA standards become more widespread, partnering with reputable publishers will be an increasingly important consideration. 

For advertisers, this means careful selection of the platforms which serve your ads, and examination of where your marketing materials are likely to end up. 



For maximum variety and quality, EXADS offer an unparalleled range of creative, effective, high-impact ad units to suit businesses of all types. 

Most importantly, EXADS has developed a range of pop-up and interstitial ad modules, which—like all of the units they produce—are fully compliant with CBA standards. 


Wunderkind is an official CBA partner, boasting clients as diverse as Samsung, Cadbury, Hulu, and American Express.

The platform not only specialises in providing satisfying, high-impact ad modules, but also offers access to a massive selection of exclusive inventory and consumer attention analytics.

We’ll be posting further extracts from the Trend Report 2023 in the coming weeks.

Can’t wait to read more? Get instant access to the full report here.

0. Executive Summary
1. The Proliferation of Incentive-Based First-Party Data Strategies
2. Fresh Solutions for Tracking and Retargeting
3. A Recalibrated Approach to Targeting and Lead Identification
4. More Innovative Methods for Contextual Targeting
5. A Greater Focus on Values-Based Marketing and Consumer Connection
6. Expanded Opportunities for Programmatic Digital Out-of-Home
7. Stronger Programmatic Pathways into Video Ads
8. Reliance on Voice Assistants Heralds a Hands-Free Future
9. Digital Planning for Real-World Implementation
10. Apple Makes Aggressive Moves into Digital Advertising
11. Global 5G Adoption Boosts Programmatic Ad Serving
12. Artificial Intelligence and Machine Learning Do the Heavy Lifting for Planning and Creative
13. A Push for Cohesive Cross-Device and Cross-Channel Experiences
14. More Sophisticated Access to In-App Inventory
15. Stricter Adherence to the Better Ads Standards


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