The Coalition for Better Ads, which brings together key industry stakeholders including WFA (World Federation of Advertisers) has developed a standard to reduce the number of annoying ads shown during short-form video (less than eight minutes long) content in desktop, mobile web, and in-app environments. In its consumer research involving nearly 45,000 consumers in 8 countries, the Coalition identified certain types of mid-roll ads, pre-roll ads and obstructively large ads as primary driver motivating people to install ad blockers. The new standard encourages publishers to remove ad formats which fall into these categories and some browsers will start blocking these types of ads in the future. Although the rate of ad-blocker installations has dropped since its peak in 2017, the Coalition will continue to conduct research to improve the consumer ad experience.
Read more about the research and standard here.