Via Advertising Age
The gist: Google’s senior VP of ads and commerce, Sridhar Ramaswamy, says ads need to get better and controls need to get clearer.
More information: “Too often, we see complaints about spammy, repetitive ads, slow loading times or ineffective controls. These frustrating moments, coupled with broader industry concerns over fraud and ad blocking, are clouds on an otherwise sunny horizon,” wrote Ramaswamy. “But left unchecked, these trends could upend this economy. To sustain our industry and the internet we know and love, we need to set the bar higher than ever.”
He spells out three things the industry can do to ensure this doesn’t happen, starting with the general improvement of the advertisements.
“We need better data, so we can understand which experiences are actually the most annoying, and clear standards, so that major players are starting from the same baseline,” he wrote.
He also contends that “the controls have to get clearer” — i.e. an increase in transparency and control for the marketers — and that there should be a zero-tolerance policy for bad actors.