The Interactive Ad Bureau (IAB) introduces a new program in order to improve ads and reduce the amount of ad blocking. Their L.E.A.N. program focuses on making ads light, encrypted, ad choice supported, and non-invasive. The IAB has accepted that they haven't paid enough attention to the user experience as ad space has grown larger. They are planning on speeding up page loads by not pre-loading ads when the units aren't in view, limiting calls from trackers, ending video autoplay in a lot of contexts, and they urge publishers not to use advertisers that don't comply with these changes.