[manigandham]

Vendors? They have no brand to worry about. The current markets are built on volume with their profits as a percentage of total ad spend by their clients - so it's in their interest to run as many ads as possible. Worrying about things like quality and fraud only reduces revenue so they just look the other way.

Fraud isn't that hard to combat - these companies know who they're paying since you have to write a check eventually. It's a business problem, not a technical problem, but as long as there is money to be made, vendors wont stop their habits.

The major advertisers do have brands to worry about, but there is so much confusion with thousands of vendors and multiple layers of agencies that it's hard for any marketing team to really know where exactly their ads are running online. Some companies are paying more attention now with the current political climate but there's not much change yet.

Yes, the annoying formats are more engaging and get more money and are thus more profitable to run. Buyers want as many video ads as possible so vendors complied and stuck them everywhere they could. This is why you have autoplay sticky videos on every page, because buyers keep buying them and the numbers look good - nevermind silly details like the fact that people hate them and didnt really have a choice to interact.

Can things be better? Will the situation change? Yes. Adblocking still isn't big enough but that's why this committee is progress - it allows the few companies/startups who are willing to do things different to set the rules and finally get the leverage they need against ad buyers. If the only way to advertise to the increasingly valuable but unreachable adblocking users is through vendors who follow these rules, then the market will change in response and the legacy companies and practices will finally go away. The buyers = the money = the power. Shape the way the money flows and change will follow.