It might be in a publisher's best interest to "volunteer" for the Coalition for Better Ads' fight against annoying advertisments.
Three major trade bodies and coalition members—the 4A's, Association of National Advertisers and the Interactive Advertising Bureau—penned a letter earlier this year to the group that proposed guidelines and logistics around how browsers should block annoying ads such as pop-ups, autoplaying video with sound and ads that quickly flash and change colors.
Per the proposal, which could take some two years to implement if adopted, a publisher would see all ads blocked on a page, even if only one of them is deemed "annoying." That's a reflection of current limits in ad-blocking technology, according to the authors.
As publishers attempt to overcome the rise of ad-blocking browser extensions such as Adblock Plus, they may soon have to deal with another blocker—one that comes with browsers even if consumers don't install it. When coupled with traditional ad blockers, not volunteering likely translates to publishers leaving a large stack of cash on the table.
However, publishers who "volunteer" will be granted "safe harbor," according to the letter, meaning browsers would not scan their pages for annoying ads. Instead, the Coalition for Better Ads would keep tabs on enlistees—though it still must create the technology to do so—and reach out to publishers if there are problems. That would allow them to make the necessary changes and remain in compliance without having ads blocked.
If you are looking for a publisher that will work with you to best deliver your online ads, turn to Lookbook.