Our research
To ensure that the committee serves all sides equally we’ve written a set of bylaws that give the committee its power. The committee conducts independent research into the acceptability of various ad formats and codifies the results in the Standard for what constitutes as acceptable to all stakeholders.
Download our research papers below.
Revisiting ad-blocking users’ perceptions of a 300×250 ad placed in primary content
28 March 2024
Investigating the sentiment of ad-blocking users towards websites featuring an ad refresh implementation.
19 December 2022
Investigating the sentiment of ad-blocking users towards websites featuring an ad refresh implementation.
13 August 2018
Measuring ad-blocking users’ perception of advertising types on mobile browsers.
A closer look at our approach
Suggestions to change the Acceptable Ads criteria can come from AAC Representatives, feedback from ad-blocking users, or industry developments. Any request to change the Acceptable Ads criteria must be based on neutrally derived user data.
Current approach
To date, the AAC has relied on commissioned research studies that test ad-blocking users’ perceptions of ad experiences. These experimental surveys present users with mock webpages featuring different ad experiences and measure their self-reported reactions. An ad experience is eligible for the Standard if the data shows that less than 35% of ad-blocking users find the ad disruptive.
Proposed expanded framework
The AAC is developing an expanded research framework that retains the rigor of commissioned surveys while incorporating a broader range of research methods and data sources. This includes drawing on both user perception data (how users feel about their experience) and user behavior data (how users actually respond in practice). The appropriate methodology is selected based on the specific research question, from qualitative interviews for early exploration, to experimental surveys, to A/B testing for real-world implementation. Following data review, proposals are published for one month of user feedback before a final AAC vote.
Read the full proposed research framework.