The coalition will focus on a number of initiatives in coming months: 

• Creating consumer-based, data-driven standards that companies in the online advertising industry can use to improve the consumer ad experience
• In conjunction with the IAB Tech Lab, developing and deploying technology to implement these standards
• Encouraging awareness of the standards among consumers and businesses in order to ensure wide uptake and elicit feedback

“The initiative will draw on the work its members have been doing on this issue, including the efforts of IAB Europe, IAB France, IAB UK and other European national IABs to develop a charter on digital advertising best practice,” said Townsend Feehan, CEO of IAB Europe.

“This broad coalition provides the opportunity for our industry to unite behind a common effort with the potential to drive change globally.”

Founding members and supporters of the coalition include: the American Association of Advertising Agencies, Association of National Advertisers, BVDW Germany, DMA, European Publishers Council, Google, GroupM, IAB, IAB Europe, IAB Tech Lab (as well as additional national and regional IABs), Network Advertising Initiative, News Media Alliance, Procter & Gamble, Unilever, The Washington Post and World Federation of Advertisers.