Will you turn your ad blockers off for this group of dedicated companies?

dmexcoAds are crucial to the success of countless businesses, but nobody likes to see them. According to Mashable, some of the world’s biggest brands are banding together to track the quality of digital advertisement. Instead of feeding consumers more of the same useless – and sometimes tasteless – adverts, this coalition of companies is coming together to permanently improve online advertising and make ad blockers unnecessary.

Participants of the coalition include Facebook, Google, Procter & Gamble, Unilever, the Washington Post, and such groups as the 4As, the Association of National Advertisers, the World Federation of Advertisers, and the Interactive Advertising Bureau.

The dmexco conference this month in Cologne, Germany is where the coalition announced it will use the most modern tools from the Interactive Advertising Bureau’s tech lab to track everything from creative merit to load time. Hopefully, this will allow the group to determine a set of specific standards to which all ads must abide based on feedback from consumers and marketers.

“This broad Coalition provides the opportunity for our industry to unite behind a common effort with the potential to drive changes globally,” said IAB Europe CEO Townsend Feehan.

Hopefully the coalition can accomplish its goals with speed; it is projected that by next year 30 percent of Internet users will be utilizing ad blockers.