Civic Intelligence

Coalition for Better Ads

990 • Fiscal year 2024 • EIN 81-4575786

Jan 01, 2024 to Dec 31, 2024 • Filed on Oct 16, 2025

Organization ProfileWWW.BETTERADS.ORG
600 Massachusetts AvenueWashington, DC 20001

(202) 344-4112

Siviq Scores

Precomputed percentiles for this filing year versus similar nonprofits in the same peer cohort.

Liabilities / Assets

89th percentile

0.51x

Higher debt load relative to assets than 89% of similar nonprofits.

2024 filings • 501(c)6 • $500k-$1M nonprofits • Source year 2024

Liabilities / Revenue

67th percentile

0.15x

Higher debt load relative to revenue than 67% of similar nonprofits.

2024 filings • 501(c)6 • $500k-$1M nonprofits • Source year 2024

Net Margin

73rd percentile

13%

Higher net margin than 73% of similar nonprofits.

2024 filings • 501(c)6 • $500k-$1M nonprofits • Source year 2024

Top Officer Pay

49th percentile

$0

Higher top officer pay than 49% of similar nonprofits.

Top officer pay equals 0.0% of source-year revenue.

2024 filings • 501(c)6 • $500k-$1M nonprofits • Source year 2024

Asset Growth

16th percentile

-11%

Faster asset growth than 16% of similar nonprofits.

2024 filings • 501(c)6 • $500k-$1M nonprofits • Annualized from 2023 to 2024

Revenue Growth

87th percentile

34%

Faster revenue growth than 87% of similar nonprofits.

2024 filings • 501(c)6 • $500k-$1M nonprofits • Annualized from 2023 to 2024

Balance Sheet
Liabilities / Assets89th percentile

Assets

Down

$277,608

Down $35,642 (-11%) from 2023

Net Assets

Up

$135,911

Up $123,850 (+1027%) from 2023

Liabilities

Down

$141,697

Down $159,492 (-53%) from 2023

Revenue And Expenses
Liabilities / Revenue67th percentileNet Margin73rd percentile

Revenue

Up

$923,750

Up $236,667 (+34%) from 2023

Expenses

Down

$799,900

Down $96,777 (-11%) from 2023

Net Income

Up

$123,850

Up $333,444 (+159%) from 2023

Historical Trend

Balance Sheet Trend

Asset Growth16th percentile

The highlighted filing sits inside the broader history for assets, liabilities, and net assets.

$1.0M$500K$0-$500KAssets 2018: $769,374Liabilities 2018: $835,684Net Assets 2018: -$66,3102018Assets 2019: $922,220Liabilities 2019: $828,043Net Assets 2019: $94,1772019Assets 2020: $526,085Liabilities 2020: $375,863Net Assets 2020: $150,2222020Assets 2021: $569,058Liabilities 2021: $384,620Net Assets 2021: $184,4382021Assets 2022: $450,191Liabilities 2022: $228,536Net Assets 2022: $221,6552022Assets 2023: $313,250Liabilities 2023: $301,189Net Assets 2023: $12,0612023Assets 2024: $277,608Liabilities 2024: $141,697Net Assets 2024: $135,9112024

Highlighted filing

2024

Assets$277,608
Liabilities$141,697
Net Assets$135,911
Open 2024 Filing

Operations Trend

Revenue Growth87th percentile

Revenue, expenses, and net income across loaded years, with this filing highlighted.

$3.0M$2.0M$1.0M$0-$1.0MRevenue 2018: $2,022,939Expenses 2018: $1,660,015Net Income 2018: $362,9242018Revenue 2019: $1,216,750Expenses 2019: $1,056,263Net Income 2019: $160,4872019Revenue 2020: $1,007,814Expenses 2020: $951,769Net Income 2020: $56,0452020Revenue 2021: $936,437Expenses 2021: $902,221Net Income 2021: $34,2162021Revenue 2022: $920,833Expenses 2022: $884,118Net Income 2022: $36,7152022Revenue 2023: $687,083Expenses 2023: $896,677Net Income 2023: -$209,5942023Revenue 2024: $923,750Expenses 2024: $799,900Net Income 2024: $123,8502024

Highlighted filing

2024

Revenue$923,750
Expenses$799,900
Net Income$123,850
Open 2024 Filing
Jump To
Filing Snapshot
Filing Period
Jan 1, 2024 to Dec 31, 2024
Signed
Oct 16, 2025
Return Version
2024v5.2
Gross Receipts
$923,750
Mission and Program Overview

Mission

To improve consumers' experience with online advertising by leveraging consumer insights and cross-industry expertise to develop and implement new global standards for online advertising that address consumer expectations.

Balance Sheet Detail
LineBeginningEndChange
Assets
Cash and Non-Interest-Bearing Accounts$287,201$221,395▼ $65,806
Accounts Receivable$25,000$55,000▲ $30,000
Prepaid Expenses and Deferred Charges$1,049$1,213▲ $164
Total Assets$313,250$277,608▼ $35,642
Liabilities
Accounts Payable and Accrued Expenses$125,772$115,031▼ $10,741
Deferred Revenue$175,417$26,666▼ $148,751
Total Liabilities$301,189$141,697▼ $159,492
Net Assets / Fund Balance
Net Assets Without Donor Restrictions$12,061$135,911▲ $123,850
Total Net Assets Fund Balance$12,061$135,911▲ $123,850
Total Liabilities and Net Assets / Fund Balance$313,250$277,608▼ $35,642
Compensation and Service Providers
Top Officer Pay49th percentile

Board Members and Trustees

NameTitle
Chris OswaldChairman
Lartease TiffithSecretary
Alison PepperTreasurer

Highest Paid Contractors

ContractorServicesLocationCompensation
Brand Safety InstituteAdministrative20595 HOLYOKE DR, Ashburn, VA 20147-3232$755,833
Revenue and Support

Revenue Composition

Contributions and Grants
$923,750
Program Service Revenue
$0
Investment Income
$0
Other Revenue
$0
Change in Net Assets
$123,850
Expenses and Functional Allocation

Major Expense Lines

Line ItemAmount
Other Expenses$799,900
Grants and Similar Amounts Paid$0
Professional Fundraising Fees$0
Salaries, Compensation, and Employee Benefits$0
Total Fundraising Expense$0

Functional Expense Allocation

Line ItemProgramManagementFundraisingTotal
Fees for Services Management$300,000$400,000-$700,000
Fees for Services Other-$50,000-$50,000
Fees for Services Legal-$33,440-$33,440
Insurance-$5,802-$5,802
Other Expenses-$558-$558
Office Expenses-$100-$100
Total Functional Expenses$300,000$499,900$0$799,900
Fundraising, Events, and Gaming
Fundraising activities
No
Gaming activities
No
Professional fundraiser used
No

Fundraising and Gaming Totals

Line ItemAmount
Professional Fundraising Fees$0
Political and Lobbying Activity
Political campaign activity
No
Subject to proxy tax
No
Governance and Compliance

Governance Checklist

Compiled or reviewed by an accountant
No
Annual disclosure for covered persons
Yes
Backup withholding compliance
Yes
Business relationship with 35% controlled entity
No
Business relationship with family members
No
Business relationship with organization members
No
Material changes to governing documents
No
Compensation from other sources disclosed
No
CEO compensation reviewed
No
Other officer compensation reviewed
No
Conflict-of-interest policy
Yes
Audited financial statements prepared
No
Key decisions subject to board approval
Yes
Management duties delegated
No

Governance Explanations

Form 990, Part VI, Section A, Line 7A

“Membership is available to persons interested in furthering the purposes of the coalition and meeting any other qualifications of members set forth in the bylaws and as established by the executive committee. Each member is eligible to appoint a representative to the board of directors.”

Form 990, Part VI, Section A, Line 7B

“Membership is available to persons interested in furthering the purposes of the coalition and meeting any other qualifications of members set forth in the bylaws and as established by the executive committee. Each member is eligible to vote on all matters that require action or approval by members. Matters that require approval by the members include coalitions budget, any digital advertising standards to be issued by the coalition, and other matters as determined by the board of required by applicable law.”

Form 990, Part VI, Section B, Line 11B

“The irs form 990 is prepared by an accountant and reviewed by counsel and the treasurer prior to filing.”

Form 990, Part VI, Section B, Line 12C

“The coalition requires disclosure of potential conflicts and when disclosed the coalition evaluates the appropriate resolution based on the terms of the policy.”

Form 990, Part VI, Section C, Line 18

“As a 501(c)(6) organization, the coalition does not make these documents available to the public.”

Form 990, Part VI, Section C, Line 19

“As a 501(c)(6) organization, the coalition does not make these documents available to the public.”

Filing and Contact Details

Filer

Filer Name
Coalition for Better Ads
EIN
81-4575786
Phone
2023444112
Address
600 MASSACHUSETTS AVENUE, WASHINGTON, DC 20001

Signing Officer

Name
Alison Pepper
Title
Treasurer
Phone
2023444112
Signed
2025-10-16
Discuss with paid preparer
Yes

Organization Details

Principal Officer
Alison Pepper
Formed
2016
Legal Domicile
Dc
Voting Board Members
3
Independent Board Members
3
Employees
0
Volunteers
0

Preparer

Firm
Yount Hyde & Barbour Pc
Address
PO BOX 2560, WINCHESTER, VA 22604-1760
Preparer
Olivia a Hutton CPA
Phone
5406623417
Raw XML Appendix274 raw XML fields

This appendix keeps the raw XML leaves available for debugging and edge-case review. The human report above is the primary experience.

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IRS990/Desc0THE 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 PREFERNECE OF ADVERTISING FORMATS BETTER AD STANDARDS 3. SUPPORT ADDITIONAL RESEARCH USING THE METHODOLOGY IN OTHER GLOBAL REGIONS TO DEVELOP BETTER AD STANDARDS AND 4. EDUCATE DIGITAL ADVERTISING INDUSTRY PARTICIPANTS ON ENHANCING EFFECTIVENESS AND QUALITY OF CONSUMER ONLINE ADVERTISING USING THESE STANDARDS.
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IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt0MEMBERSHIP IS AVAILABLE TO PERSONS INTERESTED IN FURTHERING THE PURPOSES OF THE COALITION AND MEETING ANY OTHER QUALIFICATIONS OF MEMBERS SET FORTH IN THE BYLAWS AND AS ESTABLISHED BY THE EXECUTIVE COMMITTEE. EACH MEMBER IS ELIGIBLE TO APPOINT A REPRESENTATIVE TO THE BOARD OF DIRECTORS.
IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt1MEMBERSHIP IS AVAILABLE TO PERSONS INTERESTED IN FURTHERING THE PURPOSES OF THE COALITION AND MEETING ANY OTHER QUALIFICATIONS OF MEMBERS SET FORTH IN THE BYLAWS AND AS ESTABLISHED BY THE EXECUTIVE COMMITTEE. EACH MEMBER IS ELIGIBLE TO VOTE ON ALL MATTERS THAT REQUIRE ACTION OR APPROVAL BY MEMBERS. MATTERS THAT REQUIRE APPROVAL BY THE MEMBERS INCLUDE COALITIONS BUDGET, ANY DIGITAL ADVERTISING STANDARDS TO BE ISSUED BY THE COALITION, AND OTHER MATTERS AS DETERMINED BY THE BOARD OF REQUIRED BY APPLICABLE LAW.
IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt2THE IRS FORM 990 IS PREPARED BY AN ACCOUNTANT AND REVIEWED BY COUNSEL AND THE TREASURER PRIOR TO FILING.
IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt3THE COALITION REQUIRES DISCLOSURE OF POTENTIAL CONFLICTS AND WHEN DISCLOSED THE COALITION EVALUATES THE APPROPRIATE RESOLUTION BASED ON THE TERMS OF THE POLICY.
IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt4AS A 501(C)(6) ORGANIZATION, THE COALITION DOES NOT MAKE THESE DOCUMENTS AVAILABLE TO THE PUBLIC.
IRS990ScheduleO/SupplementalInformationDetail/ExplanationTxt5AS A 501(C)(6) ORGANIZATION, THE COALITION DOES NOT MAKE THESE DOCUMENTS AVAILABLE TO THE PUBLIC.
IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc0FORM 990, PART VI, SECTION A, LINE 7A
IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc1FORM 990, PART VI, SECTION A, LINE 7B
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IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc3FORM 990, PART VI, SECTION B, LINE 12C
IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc4FORM 990, PART VI, SECTION C, LINE 18
IRS990ScheduleO/SupplementalInformationDetail/FormAndLineReferenceDesc5FORM 990, PART VI, SECTION C, LINE 19
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ReturnHeader/ReturnTs02025-10-16T14:16:21-05:00
ReturnHeader/ReturnTypeCd0990
ReturnHeader/TaxPeriodBeginDt02024-01-01
ReturnHeader/TaxPeriodEndDt02024-12-31
ReturnHeader/TaxYr02024

Document Assets

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Filings

Displayed year

2024 • Form 990Detailed filing. Detailed filing data is available for this year.

Open filing
Assets
$277,608
Liabilities
$141,697
Net assets
$135,911
Revenue
$923,750
Expenses
$799,900
Net income
$123,850
Balance SheetOperations
YearAssetsLiabilitiesNet AssetsRevenueExpensesNet Income
2024Detailed filing. Detailed filing data is available for this year.$0.28$0.14$0.14$0.92$0.80$0.12
2023XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$0.31$0.30$0.01$0.69$0.90$0.21
2022Facts available. Structured filing facts are available, but richer extracted sections are limited.$0.45$0.23$0.22$0.92$0.88$0.04
2021XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$0.57$0.38$0.18$0.94$0.90$0.03
2020XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$0.53$0.38$0.15$1.01$0.95$0.06
2019Facts available. Structured filing facts are available, but richer extracted sections are limited.$0.92$0.83$0.09$1.22$1.06$0.16
2018XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$0.77$0.84$0.07$2.02$1.66$0.36
Peer Organizations

Similar nonprofits based on the same Siviq industry and scale cohort. 2024 filings • 501(c)6 • $500k-$1M nonprofits