Ground rules for acceptable ads online
The following is an edit of a piece originally written in November
2015.
The pinnacle of non-intrusive online ads were the original Google search
ads. They were out of the way, clearly marked as ads - and hence could
be visually filtered out. They were pure text, so could be neatly
included as elements on the rendered page. And they were always
targeting an INTEREST. Not an individual.
I will take that as the minimum acceptable advertising behaviour. I'm
not implying it's perfect, but at least we set a clear set of ground
rules. With that in mind, my ideal, non-intrusive ads mechanism
builds on the following rules:
- Ads must never be inline to page content.
- Even when clearly out of the way, ads must not be allowed to mimic
page content; they must be clearly marked as ads.
- Text only.
- I might accept an image within the ad, provided it was always served
from the content provider's system.
- As an extension to previous point: if the served image size would
exceed a notable fraction of the page size, it must not be included in
the output.
- No user tracking of any kind.
- No third-party javascript. Ever.
- At most 15% of display real estate allowed to be used by ads.
Including the padding in the UI. (It all counts as space denied from
content.)
- Not allowed to affect page content load times. Ad material must be
included at the end of the page code. If your service pushes ads from
internal and separate system, hard timeouts must be imposed: if the
internal system cannot serve an ad within an allotted time, the
frontend must never be forced to wait. You just missed an ad
impression. Tough.
- If clicking an ad takes a user through a bounce page, all identifiable
information from the user must be stripped. Bounce page or redirect
must not impose any further page loading delay.
- No beacons.
Breaking even one of the rules automatically disqualifies you.
If you, as an advertiser, find these rules unacceptable - well, then we
are in mutual disagreement. I find your ads equally unacceptable and
will treat them as a form of cancer.
However, as a genuine service to the user... please allow the users to
search for ads that have been displayed to them. Preferably by display
context. I would be glad to return to a subject at a later date and
search for something I remember seeing earlier.
The above set of rules is still not ideal, but everything that behaved
according to them would at least be palatable.