Procter & Gamble has joined the Coalition for Better Ads, an organization that aims to create and roll out global standards for online advertising, according to a report published by the Cincinnati Business Courier.

With its membership, P&G is in good company, with Google and Unilever already signed up to the coalition.

“We are part of the Coalition for Better Ads because there is room for the industry to improve the current consumer online advertising experience,” P&G Spokeswoman Tressie Rose told the Cincinnati Business Courier. “The coalition provides the opportunity for the industry to unite behind a common effort with the potential to drive change globally.”

Phenomena such as the rising popularity of ad blockers, as well as long load times and ad skipping demonstrate consumer frustration with the current state of online advertising, according to the US FMCG behemoth, who has called advertisers and agencies to ‘raise the bar’ on creativity.