For over a decade, the AAC has applied a format-based approach to the Acceptable Ads Standards, focusing on specific ad formats that meet user expectations. This approach was designed to balance user experience with stakeholder needs effectively, and it has successfully defined Acceptable Ads formats on an individual basis. However, as browsing experiences and user expectations evolve, so too must our approach. 

A format-based model, while effective, can sometimes limit ad experiences that fall outside traditional format guidelines, but that users nonetheless find acceptable in certain contexts. As the digital landscape advances, it’s clear that a more adaptive approach is needed – one that accounts for both the cumulative effect of ads and the nuanced preferences of today’s users and stakeholders. Moving toward a principle-based approach allows us to better prioritize the overall user experience, guiding ad implementation with flexibility and user-centered values rather than strict formats. Our goal is to help sustain a vibrant open web that respects users’ browsing experience while supporting content creators and publishers.

Supporting Publishers

When asked which types of publishers they would be willing to support through ads, participants expressed a strong preference for independent creators and small businesses. This distinction is significant, as it highlights users’ inclination to back entities they perceive as less commercially-fortified and more reliant on ad revenue to sustain their content. 

Many users felt that larger corporations have more diverse revenue streams available and were therefore less inclined to support them through ad engagement alone. However, this does not mean users are unwilling to support larger publishers altogether. Rather, it indicates a need for a nuanced approach in designing ad experiences that respect these preferences. This insight is crucial for informing ad strategy across different publisher types. For smaller publishers, users appear more receptive to ads if they feel their viewing directly supports content creators or small businesses. For larger publishers, a tailored approach that considers users’ varying levels of openness to ads, and designs them to be less intrusive or tied to specific, meaningful content, can still foster support. 

By recognizing and respecting these differences, the AAC can help craft ad experiences that align with users’ preferences while supporting the sustainability of publishers both large and small. This balanced approach strengthens the overall ecosystem, ensuring it remains user-friendly and adaptable to varied publisher needs.

Understanding Ad-Blocking Users’ Preferences

The Acceptable Ads Committee (AAC) recently conducted in-depth interviews to better understand ad-blocking users’ openness to see ads. 

The key themes emphasize that advertisements should enhance rather than hinder the user experience, being more acceptable when they align with users’ browsing goals. The effectiveness of ads is largely determined by their placement, size, and transparency. Users expect a clear connection between ads and website content and desire the ability to choose how they engage with advertisements. They appreciate relevant ads and prefer variety over repetitive messaging. Additionally, transparency in advertising is crucial, as users are concerned about performance, privacy, and security issues. This feedback will serve as a foundation for a new principle-based approach to advertising. 

To help shape this direction, publishers should focus on integrating ads thoughtfully into their content and prioritizing user experience, while users can provide feedback on their ad preferences and engage with ads that resonate with their interests.

Embracing a Principle-Based Model for the Future

The Acceptable Ads Committee’s principle-based model represents a forward-looking approach to creating a balanced ad experience that considers the needs of both users and publishers. By prioritizing control, transparency, and relevance, this model supports a sustainable, user-friendly ad environment that empowers users while aiding digital content creators.

These research-backed insights redefine ‘acceptable’ ads by focusing on the entire user experience, rather than individual ad formats alone. The AAC’s commitment to evolving these principles ensures that online advertising will remain effective, respectful, and aligned with user values, fostering a digital ecosystem that benefits all stakeholders.