Better Ads Standards: Here's What You Need to Know

Everything you need to know about the new set of video advertising regulations from The Coalition for Better Ads, which are now in effect.

Created by Avery Kaye(User Generated Content*)User Generated Content is not posted by anyone affiliated with, or on behalf of, Playbuzz.com.

On Aug 13, 2020

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The Coalition for Better Ads has announced a new set of video advertising regulations, “Better Ads Standards,” which are now in effect with the latest release of Google Chrome.

To better understand the new regulations, and how they will affect publishers and advertisers, Idan Shchori, VP of Business Operations at EX.CO has answered our pressing questions.

So what are these regulations about?

While there are still some grey areas, here’s a quick rundown of the basics:

1.

These regulations are intended to improve readers’ experiences on-site by eliminating disruptive ad formats that lead to the use of ad blockers
2.

Video content now needs to be longer than 8 minutes, and in many instances ads that interrupt video content (like mid-roll ads) can no longer be used
3.

Pre-roll ads that play before content are still preferred, as are post-roll ads that play after content. This is good news, as these ads typically have higher viewability & completion rates, and generally offer a better UX for readers

"These are industry-wide regulations, so they affect publishers, advertisers and the technology providers that work in video advertising. That's not a bad thing."

Idan Shchori

VP, Business Operations at EX.CO

Why do we need these regulations?

In general, the entire advertising and publishing industries are experiencing drastic shifts. We've seen this before with the addition of more mechanisms that focus on added control and transparency. This new reform is another example of how the industry is shifting towards a “cleaner environment” with a focus on making ads less intrusive.

What’s your take on these new regulations?

We’ve always believed content should provide value to audiences, even when accompanied by ads.

Ads can be helpful instead of disruptive, and when delivered in the right contexts, can drive revenue for publishers, generate results for brands, and be useful to readers. Better Ads Standards offers an opportunity to make this a reality.

How might the regulations affect publishers?

With the new regulations, there may be fewer ads played in sequence, but advertising budgets are likely to stay the same. So a potential scenario is that publishers actually experience an increase in eCPM (revenue per 1000 ads).

Most importantly, it will be important for publishers to trust the ad and video providers they work with to protect their sites. Then it will be crucial for providers to be proactive in offering creative solutions to diversifying revenue streams while protecting UX.

What is EX.CO Channels doing to help publishers achieve compliance?

To help our publisher clients achieve compliance with these regulations, EX.CO Channels has been working hard behind the scenes for some months, collaborating with Google & The Coalition, and innovating on new video and ad formats to ensure continued, optimized ad demand and revenue generation for our publisher partners.

To learn more about the regulations or discuss how EX.CO Channels can help you optimize your revenue, get in touch. We’d be happy to answer any questions & provide expert guidance.