some terrible ads don't look terrible, but instead behave terribly. Violating your privacy, Consuming your bandwidth, ect. How would you recognize these except to audit them yourself? If you read the criteria from the coalition for better ads:

    ...the following types of ad experiences fell beneath the initial
    Better Ads Standard: pop-up ads, prestitial ads, ads with density 
    greater than 30%, flashing animated ads, auto-play video ads with 
    sound, poststitial ads with countdown, full-screen scrollover ads, and 
    large sticky ads.

In other words, privacy compromising is not considered bad behavior. Nor is exorbitant use of bandwidth, It seems their focus is merely on what the average consumer would consider toxic.

same source as the story: https://www.betterads.org/coalition-for-better-ads-releases-...