Is it real?
Yes. Never revoked by the IRS. Latest filing on record: FY2025. IRS ruling in Aug 2017.
IRS Pub. 78 · IRS Auto-Revocation List · IRS Business Master File
Where the money goes
34 cents of each dollar spent went to programs.
Form 990 Part IX, line 25, columns B–D. Every line is in By the numbers.
Something off? Claim to add context
Who runs it and what they're paid
3 people listed on the 990.
Questions the 990 asks
The form asks each of these directly. These are the filed answers.
- Family or business ties among officersPt VI · Ln 2No
- Top official's pay set by an independent reviewPt VI · Ln 15aNo
Programs and updates
Improves online advertising by creating global standards based on consumer expectations.
Questions for Coalition for Better Ads
Your first name shows with your question. Coalition for Better Ads answers here, for everyone.
The coalition for better ads seeks to carry out its mission through the following activities: 1.CONDUCT research regarding user preference in different environments E.G. , desktop, mobile and regions for online advertising 2.BASED on this methodology, create standards for effectiveness and preference of advertising formats better ad…
By the numbers
The FY2022 990, line by line.
Download 990
| Line | Start FY22 | End FY22 |
|---|---|---|
| Cash and savingsLn 1–2 | $457K | $410K |
| InvestmentsLn 11–13 | $0 | |
| Land, buildings, equipmentLn 10c | $0 | |
| Total assetsLn 16 | $569K | $450K |
| LiabilitiesLn 26 | $385K | $229K |
| Net assetsLn 32 | $184K | $222K |
| Line | Total | Programs | Management | Fundraising |
|---|---|---|---|---|
| Grants to domestic organizationsLn 1 | $0 | |||
| Grants to domestic individualsLn 2 | $0 | |||
| Grants and assistance to foreign recipientsLn 3 | $0 | |||
| Benefits paid to or for membersLn 4 | $0 | |||
| Pay of current officers, directors and key staffLn 5 | $0 | |||
| Pay of disqualified personsLn 6 | $0 | |||
| Other salaries and wagesLn 7 | $0 | |||
| Pension plan contributionsLn 8 | $0 | |||
| Other employee benefitsLn 9 | $0 | |||
| Payroll taxesLn 10 | $0 | |||
| Management feesLn 11a | $700K | $300K | $400K | |
| Legal feesLn 11b | $31K | $31K | ||
| Accounting feesLn 11c | $0 | |||
| Lobbying feesLn 11d | $0 | |||
| Professional fundraising feesLn 11e | $0 | |||
| Investment management feesLn 11f | $0 | |||
| Other fees for servicesLn 11g | $120K | $120K | ||
| Advertising and promotionLn 12 | $0 | |||
| Office expensesLn 13 | $0 | |||
| Information technologyLn 14 | $0 | |||
| RoyaltiesLn 15 | $0 | |||
| OccupancyLn 16 | $0 | |||
| TravelLn 17 | $0 | |||
| Travel and entertainment for public officialsLn 18 | $0 | |||
| Conferences, conventions and meetingsLn 19 | $0 | |||
| InterestLn 20 | $0 | |||
| Payments to affiliatesLn 21 | $0 | |||
| Depreciation, depletion and amortizationLn 22 | $0 | |||
| InsuranceLn 23 | $0 | |||
| Other expenses (24a–d)Ln 24 | $33K | $33K | ||
| All other expensesLn 24e | $150 | $150 | ||
| Total functional expensesLn 25 | $884K | $300K | $584K | $0 |
Filing history
| Year | Money in | Money out | In minus out | Net assets | Download |
|---|---|---|---|---|---|
| FY2025 LatestFiled with the IRS Aug 4, 2026 | $840K | $806K | $34K | $165K | 990 PDF |
| FY2024Filed with the IRS Oct 16, 2025 | $924K | $800K | $124K | $136K | 990 PDF |
| FY2023Filed with the IRS Nov 5, 2024 | $687K | $897K | −$210K | $12K | 990 PDF |
| FY2022 ViewingFiled with the IRS Nov 14, 2023 | $921K | $884K | $37K | $222K | 990 PDF |
| FY2021Filed with the IRS Aug 18, 2022 | $936K | $902K | $34K | $184K | 990 PDF |
| FY2020Filed with the IRS Nov 12, 2021 | $1.0M | $952K | $56K | $150K | 990 PDF |
Schedules filed Part IV
See the full FY2022 990 (6 parts)
Part I · Summary $920,833 revenue, 12 lines filed
Part VI · Governance 3 of 3 board members independent, 3 to look at
Part VIII · Statement of revenue $920,833 across 8 lines filed
Part IX · Statement of functional expenses $884,118 across 31 lines filed
Part X · Balance sheet $450,191 assets, 22 lines filed
Part XI · Reconciliation of net assets $221,655 net assets at year end
Form 990 e-file (XML) FY2022 from the IRS · Classification, formation year and address from the IRS Business Master File
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