SARASOTA (April 27, 2018) – Revcontent, the world’s fastest growing content recommendation network, has joined the Coalition for Better Ads as a Board Member, becoming the first native advertising network to join the board.
Advertising helps support valuable free content, robust journalism and social connections across the internet. Consumers, however, are increasingly frustrated with ads that disrupt their experience, interrupt content and slow browsing.
Leading international trade associations and companies involved in online media formed the Coalition for Better Ads to improve consumers’ experience with online advertising. The Coalition for Better Ads leverages consumer insights and cross-industry expertise to develop and implement new global standards for online advertising that address consumer expectations.
“The web as we know it is broken. People want a better experience on the web with ads that are less annoying and intrusive,” said Revcontent CEO & Founder John Lemp. “Our participation on the board of the Coalition for Better Ads, alongside the likes of Facebook and Google, shows how committed we are to continuing to improve ad quality and the user experience for millions of people across the web. It is up to us to come up with solutions that make a positive impact, not only in native advertising, but in advertising across the board.”
Revcontent becomes the 17th board member with the Coalition for Better Ads joining: American Association of Advertising Agencies, Association of National Advertisers, BounceX, Data & Marketing Association, Digital Content Next, Facebook, Google, Interactive Advertising Bureau, IAB Europe, Kargo, Microsoft, Network Advertising Initiative, News Corp, News Media Alliance, Thomson Reuters, Unilever and World Federation of Advertisers.
In the first phase of the Coalition’s research, more than 25,000 Internet users in North America and Europe were surveyed about their preferences for different types of online ads. The research included desktop web (55 ad experiences) and mobile web (49 ad experiences). The results of the Coalition’s consumer-focused research define Better Ads Standards that identify the ad experiences that fall beneath a threshold of consumer acceptability. Better Ads Standards reveal the least preferred, most annoying ad experiences that are also most likely to cause consumers to adopt ad blockers.
“We are excited to add our insight and expertise from the native advertising industry to the work being done by the Coalition for Better Ads,” Lemp said. “The research and work that the Coalition have rolled out aligns closely with our mission and complements the many improvements to ad quality we have implemented on our network. We promise to continue to advocate on behalf of users and media publishers in our role as a board member.”
Earlier this year, Revcontent was recognized by the National Center on Sexual Exploitation for ad quality by becoming the first advertising network to adopt NCOSE’s ad standards by eliminating all sexually objectifying and explicit advertising content from the entire network.
In addition, Revcontent was also the first native advertising network to allow users to report low quality ads by introducing the ‘Truth in Media Initiative’ feature into the ad network.
“As a branded organization, brand protection is at the top of our list when we decide who to work with content recommendation,” said Michael Hannon, vice president of business development & operations at Purch. “Revcontent is by far the best network we have worked with. They offer full brand control over the content that displays on our site, which has translated to a better user experience and higher revenue returns.”
Revcontent’s advertising widgets are all 100 percent compliant with the ‘Better Ads Standards’ developed by the Coalition for Better Ads.