The Interactive Advertising Bureau announced it is launching a new approach to ad standards. The new L.E.A.N. Ads program, created by the IAB Tech Lab, is expected to find the main cause why consumers are turning to ad blockers. The program is going to make sure that targeting is done appropriately, and the user is targeted appropriately before, not after they make a purchase. As IAB believes that ad blocking is a threat to the industry, L.E.A.N. represents a way how IAB plans to address that threat. The first recommendation for publishers is to speed up page loads by no longer pre-loading ads when the units aren’t in view. The second way is retiring video autoplay in many contexts and disposing of flashing and blinking ads. IAB suggests publishers need to turn away advertisers that don’t follow the listed standards.