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Cross-posted from The Keyword

At some point, we’ve all been caught off guard by an annoying ad online—like a video automatically playing at full volume, or a pop-up standing in the way to the one thing we’re trying to find. Thanks to research conducted by the Coalition for Better Ads, we now know which ad experiences rank lowest among consumers and are most likely to drive people to install ad blockers.

Ads, good and bad, help fund the open web. But 69% of people who installed ad blockers said they were motivated by annoying or intrusive ads. When ads are blocked, publishers don’t make money.

In June we launched the Ad Experience Report to help publishers understand if their site has ads that violate the Coalition’s Better Ads Standards. In just two months, 140,000 publishers worldwide have viewed the report.

“This report is great for helping publishers adapt to the Better Ads Standards. The level of transparency and data is incredibly actionable. It literally says here’s the issue, here’s how to fix it. I think it will be helpful for all publishers.”
Katya Moukhina, ‎Director of Programmatic Operations, POLITICO

We're already starting to see data trends that can give publishers insights into the most common offending ads. Here's a look at what we know so far.

It's official: Popups are the most annoying ads on the web

Pop-up ads are the most common annoying ads found on publisher sites. On desktop they account for 97% of the violations! These experiences can be bad for business: 50% of users surveyed say they would not revisit or recommend a page that had a pop-up ad.

Instead of pop-ups, publishers can use less disruptive alternatives like full-screen inline ads. They offer the same amount of screen real estate as pop-ups—without covering up any content. Publishers can find more tips and alternatives in our best practices guide.

Mobile and desktop have different issues

On mobile the issues are more varied. Pop-ups account for 54% of issues found, while 21% of issues are due to high ad density: A mobile page flooded with ads takes longer to load, and this makes it harder for people to find what they're looking for.

Most issues come from smaller sites with fewer resources

Our early reporting shows that most issues are not coming from mainstream publishers, like daily newspapers or business publications. They come from smaller sites, who often don’t have the same access to quality control resources as larger publishers.

To help these publishers improve their ads experiences, we review sites daily and record videos of the ad experiences that have been found non-compliant with the Better Ads Standards. If a site is in a “failing” or “warning” state, their Ad Experience Report will include these visuals, along with information about the Better Ad Standards and how the issues may impact their site.

We encourage all publishers to take a look at their report. Here’s how.

  1. Gaining access to the report
    The Ad Experience Report is part of Google Search Console, which means you need to be a verified site owner to access it. You can either ask your webmaster to add you as an owner or user, or verify ownership yourself. Learn more.

  2. Understanding the report
    If your site has been reviewed and the status is “Warning" or "Failing," the report will show videos of the ad experiences that are likely to annoy or mislead your visitors. Click on desktop or mobile reports to see the specific experiences identified.


  3. Fixing the issues and requesting a review
    Once you’ve identified the violating experiences, work with your ad ops and site design teams to remove the annoying experiences. After that, describe how you addressed each of the issues in the ‘Request review’ area and click ‘I fixed this’. You’ll receive a confirmation email saying your review is in progress. Learn more.

Looking ahead

Over the next few weeks we’ll begin notifying sites with issues. For even more insights on the types of sites and violations found, publishers can visit The Ad Experience Report API.

The good news is that people don’t hate all ads—just annoying ones. Replacing annoying ads with more acceptable ones will help ensure all content creators, big and small, can continue to sustain their work with online advertising. This is why we support the Coalition’s efforts to develop marketplace guidelines for supporting the Better Ads Standards and will continue working with them on the standards as they evolve.

Scott Spencer
Director of Product Management, Sustainable Ads

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When we announced the beta of Native Ads on DoubleClick, our goal was to help our partners earn the most money possible with ad experiences that are both engaging and complementary to the user experience. Since then, we’ve seen hundreds of partners deliver beautiful native ads that match the look, feel and function of the surrounding content. And we’ve learned that advertisers are willing to pay more for and users are more likely to engage with native ads compared to traditional ad experiences.

Today we’re happy to announce that all DoubleClick for Publishers (DFP) partners can now deliver native ads programmatically to users across any screen.

Grow your business with native ads

DoubleClick provide a dynamic framework for delivering ad experiences that advertisers and users love. Rather than serving a static image or text ad, native ads deliver an engaging user experience by taking multiple creative components — such as a headline, thumbnail and description — and assembling them in real-time to match the style of the site or app.
Partners like The New York Times are using DoubleClick to deliver premium standalone ad experiences, increasing CTRs 6X. Accuweather is using native ads to grow programmatic yield on their existing ad placements. In fact, this strategy has improved CPMs 40%, with over 15% of their total impressions won by native-specific demand.

“DoubleClick's native product provides the perfect solution for us to increase CPMs while delivering a mobile experience that is consistent with what users expect from Accuweather,” says Bill McGarry, Vice President of Advertising Sales at Accuweather. “Since implementing Native Ads on DoubleClick, we've seen a significant increase in CPMs and we look forward to expanding our investment in native.”

All of DoubleClick, one flexible native solution

With DoubleClick, you can deliver beautiful native ads while leveraging the efficiency and scale of a single platform that works across all of your advertising inventory, sales channels and ad formats — whether they’re custom display, video or native ads.

One of DoubleClick’s strengths is the flexibility it provides in how you connect with advertisers — via Programmatic Guaranteed deals, Private Auctions or manually-trafficked direct deals. With this launch, you can make your native inventory available to advertisers across of your deals, irrespective of how they’re transacted.

We’re also helping you maximize your revenue by allowing these new formats to compete with traditional banner ads. By activating native demand across your existing ad units, you can capture the highest value from a broader group of advertisers competing to serve ads to your audience.

New tools for designing beautiful native ads

Finally, we’ve made it easier for our partners to implement native ads with the launch of 22 new and customizable native styles in DFP. While it's possible to create highly custom integrations from scratch, these templates can serve as a great starting point.

These templates take advantage of the many new features we’ve added this year:

  • Ad attribution and AdChoices badges can now overlap the primary image, removing the need to place these elements in a separate row.
  • Additional style targeting options, like devices and negative key values, help you to show the right style at the right time.
  • Better previews make it easier to see how your native style will look while you build it.

We’ve also developed a guide to building great native ads, with advice from Google’s design team and feedback from advertisers about the type of inventory they want to buy, to help you create beautiful and high-performing native ads.

In a world where high-quality ad experiences are more important than ever, Native Ads on DoubleClick provide a solution for delivering beautiful and impactful ad experiences efficiently while helping you build thriving and sustainable businesses.

To get started with Native Ads on DoubleClick, visit our Help Center or contact your account manager today.

Posted by Aaron Karp
Product Manager, DoubleClick