The Coalition for Open Digital Advertising (CODA)
Coalition for Open Digital Advertising
MANIFESTO 
Coalition for Open Digital Advertising (CODA)
We need to create a fairer, accessible and more transparent digital advertising ecosystem, driven by equitable access and innovation.
The Coalition for Open Digital Advertising (CODA) unites industry leaders to champion audience understanding and preserve internet freedom.
By fostering collaboration, the CODA will drive change benefiting all stakeholders—from small publishers to global advertisers. Together, we strive for a competitive, open internet, ensuring a vibrant and sustainable digital advertising future.
The Problem
The rapid advancement of technology in digital marketing and advertising has sparked urgent calls for regulation. However, such regulation could significantly impact free speech, as media organizations depend on advertising revenue. At CODA, we believe these challenges are best addressed through self-regulation rather than rigid external mandates that stifle innovation and impose burdens on SMEs.
Calls for regulation have intensified due to pressing issues such as privacy, child protection, and internet fraud. While these are critical concerns, any regulatory action must safeguard the internet's fundamental value as a tool for knowledge and transparency. In 2022, ad fraud costs reached $81 billion, with the APAC region alone suffering $75 billion in losses. Reports indicate that 31% of iOS app installs and 25% of Android app installs were fraudulent. Additionally, bots account for 47% of internet traffic, with 30% deemed harmful.
Our Mission
CODA unites industry leaders to develop informed policies that protect internet freedom while promoting responsible practices. By fostering collaboration, we aim to benefit all stakeholders—from small publishers to global advertisers—ensuring a competitive and sustainable digital advertising landscape.
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The Solution
To combat the criminal activities affecting digital marketing and advertising, CODA promotes a targeted approach, collaborating with fraud prevention agencies while defending the interests of law-abiding members. The case for media self-regulation is well established as the most effective means of ensuring free speech and eliminating bad actors. Advertising Self-Regulation (ASR) complements existing legislation by enforcing ethical standards and fostering consumer trust.
Objectives
Promote balanced discussions on internet openness and develop collaborative solutions.
Prioritize consumer interests by improving ad quality, reducing fraud, and ensuring diverse media access.
Create a transparent framework to distinguish reputable businesses from bad actors.
Advocate for policies that enable equitable access to the digital advertising market, promoting competition and innovation.
Encourage innovation that balances profitability with user satisfaction for long-term industry success.
Recognize ASR as vital for professional integrity and as a necessary complement to government policy.
Why is it important
Self-regulation in advertising is crucial for maintaining free speech and fostering consumer trust. By supporting ethical practices and creating a level playing field, we ensure that the digital advertising landscape remains competitive and innovative, ultimately benefiting consumers and the industry alike.