AMPing Up the Ad Speed

Google's Accelerated Mobile Pages initiative is moving beyond articles and is finally coming to the advertising technology space. 

Malte Ubl, Tech Lead for the AMP Project, indicated in a recent blog post that there is now early (beta) code available for an implementation of AMP-powered ads from Google's AdSense ad network, and the plan is to add support for Google's DoubleClick ad exchange in the very near future (eventually supporting all ad networks in its ecosystem). Non-AMP ad creatives will still be supported on AMP pages to allow for a "gradual transition of the wider ecosystem. 

It's really important that performance not come up short on AMP pages so Google an the AMP project addressed few "principles" for launching AMP for ads. CPU usage, for example, should only happen for ads that are on screen at any given time to prevent unnecessary battery drain. Google is also splitting apart the process of ad requests and ad rendering. By separating the two, A4A (Amp for Ads) is expected to achieve far faster ad rendering at no additional CPU and memory cost.

Ads are at the very core of Google and its parent company Alphabet, so this is an important development for both publishers and advertisers alike.

More on AMP from the Website Magazine Archives:
+ Validating AMP Pages  
+ 6 Game-Changing Mid-Year SEO Trends 
+ AMP Adoption Picks Up
+ Google AMP Performance Data Comes to Search Console