Microsoft is newest member of Coalition for Better Ads

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Microsoft has joined the ranks of the Coalition for Better Ads, the group of media companies, industry groups and brands that formed last September to address the reasons consumers are increasingly deploying ad blockers. The group is tasked with setting new standards and developing technology to improve ad experiences.

In an announcement Wednesday, Rik van der Kooi, CVP Microsoft Search Advertising, said, “Through our advertising platforms, and our multitude of consumer services, we believe we can make an important contribution to improving and safeguarding advertising standards on the web.”

“Microsoft is committed to working with our industry partners and the Coalition for Better Ads to continue the development and implementation of standards that will have a positive impact on consumers and the entire online advertising community,” said van der Kooi.

Microsoft’s ad universe includes search advertising on Bing, LinkedIn advertising and display advertising across its properties, including, Outlook, Xbox and Skype — though it outsources display ad sales to AOL and AppNexus. AppNexus is a Coalition for Better Ads member. AOL/Verizon is not currently a member.

Google said in June that in early 2018, it will begin blocking ads that don’t conform to the Coalition for Better Ads’ standards in its Chrome browser.

About The Author

As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.


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