Brands and Agencies: Here’s What the Chrome Ad Filter Means for You

Harmen Tjaarda, JustPremium’s COO gives insight into the latest Google Chrome’s regulations and describes the meaning behind the coming changes for Brands and Agencies.

You’ve probably already heard that, starting Feb. 15, the Google Chrome browser will begin blocking a number of unpleasant ad experiences by default. Specifically, Chrome will stop showing ads that do not comply with the standards developed by the Coalition for Better Ads.

As a proud member of the Coalition for Better Ads, and a fervent supporter of holding digital ads to a higher standard, JustPremium is pleased to report that our rich media ad units are fully compliant with the Better Ad Standards and expected to remain viewable within the yet-to-be released version of Chrome. Ultimately, we see the Chrome ad filter as a positive step forward in raising the bar for online advertising experiences. Better ads mean better experiences for consumers as well as advertisers, whose ads should be not just seen, but also appreciated.

Now is an important time for brands and agencies to be reviewing their ad creatives and templates, as well as their publishing and ad tech partners, to ensure they’re adhering to the Better Ads Standards. Given that the Chrome browser has a more than 50 percent share of the browser market, its ad filter is expected to have a significant effect in weeding out noncompliant ads. As the industry increasingly trends toward higher standards for online ads, it makes sense to begin treating the Better Ads Standards as minimum acceptable criteria for your creative. Going forward, your advertising partners should be committed to ensuring that your ads are both engaging and compliant with the new standards.

The initial prohibited types of desktop ad experiences (four in total) through the Better Ads Standards are as follows:

  • Pop-up ads
  • Auto-playing video ads with sound
  • Prestitial ads with countdown
  • Large sticky ads

The mobile standards include all of the desktop experiences above, as well as the following:

  • Flashing animated ads
  • Poststitial ads with countdown
  • Full-screen scrollover ads
  • Ad density higher than 30 percent


Back to the Future: Why Ad Tech Must Learn from the Creative Past

This article has been published exclusively in ExchangeWire.

“Is it just me, or does it sometimes feel like people working in advertising technology have forgotten the age-old elements of what makes good advertising?

Whilst there’s no commandments set in stone for the marketing sector, at the core of any successful advert is surely good creative. This is a fact that somewhere along the line appears to have been lost, to all our detriment.”

At a time where pop-up is promoted over high impact, consumer experience and creativity are simply being overlooked. This results in commodified ads and decreased trust. What does the industry need to do?

Continue reading…


JustPremium joins Coalition for Better Ads

At JustPremium, we’re committed to raising online advertising standards for the benefit of consumers, advertisers and publishers.

Over the past year we’ve developed new ad units that are both more effective and give advertisers greater scope for creativity. We’ve also signed up new publisher networks across 25 countries, offering brands targeted and ‘safe’ advertising environments..

However making better advertising part of our DNA has to mean more than just developing products and signing partnerships. It also has to mean taking a leadership position when it comes to promoting the different issues relevant to our industry.

As a result, we’ve now joined the Coalition for Better Ads. This is an industry-wide grouping that is committed to rolling out standards that will improve consumers’ experiences with online advertising.

The Coalition for Better Ads (CFBA) does so by leveraging consumer insights and cross-industry expertise to develop and implement new global standards for online advertising that address consumer expectations.

Being a member of the Coalition for Better Ads means we will directly help shape industry best practice when it comes to safe, secure and fraud-free ad experiences in consumer-friendly digital environments.

Better ads are of course ads that are creative. But it is about more than just creativity.

Better ads are also well targeted. They are fraud-free. They sit in trusted environments. And they enhance, rather than spoil, the user’s browsing experience.

Our CFBA membership will see us help drive policy that will benefit the online advertising industry as a whole. An industry that has seen so much growth and has the potential to be so much more for consumers, advertisers and publishers alike.


JustPremium makes the Deloitte Fast50

When we founded JustPremium in 2012 our goal was ambitious. We wanted to be nothing less than a game-changer in the online advertising industry.

As a result, from day one we set out to create products and innovative solutions that would give advertisers scope for greater creativity, deliver them better results, and match them with a network of ‘brand safe’ publishers.

Five years on and I’m proud to look back on all we’ve achieved. In particular, in a clear sign that our aims have resonated, we’ve been included in the list of the 50 fastest growing technology companies based out of the Netherlands – the Deloitte Fast50.

Deloitte’s Fast50 is an annual event that recognises and profiles the fastest growing technology companies in different European markets. Every year, 50 companies are selected and then recognised at an annual awards ceremony, this year’s event will take place on October 12th.

Here are some of the reasons we’ve been included in this highly prestigious list:

  • Over the past three years, we’ve seen growth of over 500%, and we project this year to be our best ever
  • We’ve developed and rolled out new ad products and units suitable for both desktop and mobile environments
  • We’ve built and expanded a global network of trusted publishers. We now extend into numerous different vertical industry sectors, meaning that advertisers can reach relevant and targeted audiences. For example, most recently we signed a partnership agreement with Gourmet Ads, bringing food and grocery publishers into our network
  • We’ve expanded internationally, including ramping up our North American HQ in New York this year
  • We’ve built and developed our own creative team, which takes advertiser creatives and concepts and tailors them for our ad units. The result is that these ads and campaigns are optimised to be as effective and successful as possible
  • We’ve increased viewability rates significantly, some of our products manage average viewability of 85%, a figure we’re looking to increase even further
  • We’re taking a leadership role in helping shape best-practice online advertising standards. As a result, we’ve recently joined industry grouping the Coalition for Better Ads

I want to thank our team in making all this happen, we’re lucky to have a group of people working with us, who are passionate about making a difference and want to do great things.

We’ve also got a number of further exciting developments in the pipeline, all of which will help take our business to the next stage of our development. Watch this space, we’ll be announcing them soon!