The Interactive Advertising Bureau (IAB) has announced the launch of its L.E.A.N. Ads Programme designed to “help guide the next phases of advertising technical standards for the global digital advertising supply chain.”
The new programme, supported by the Executive Committee of the IAB Tech Lab Board, aims to help guide an alternative set of ad standards that specifically responds to less invasive ads for the end consumer. It seeks to explore why users turn to ad blockers and proposes standards to help combat the apparent need for ad blockers.
The IAB says:
“Among the many areas of concentration, we must also address frequency capping on retargeting in Ad Tech and make sure a user is targeted appropriately before, but never AFTER they make a purchase. If we are so good at reach and scale, we can be just as good, if not better, at moderation. Additionally, we must address volume of ads per page as well as continue on the path to viewability. The dependencies here are critical to an optimized user experience.”
IAB’s Tech Lab plans to discuss choices with users to help content providers create more value as part of their campaigns. Alternatively, publishers may opt in to deny access to users who block ads.