Accelerated Mobile Pages, or AMP, is a project that Google has been backing since October with the goal of improving the speed at which pages can load on mobile devices. The AMP program has been gaining support from a variety of places including Twitter, WordPress, many publishers and more. It has just been announced, however, that the first ad networks are offering support specifically for AMP.
The news came from a Google post and confirmed that Google’s ad platforms DoubleClick and AdSense will be supporting the project, among others. In the post they said, “Today we’re announcing that Outbrain, AOL, OpenX, DoubleClick, and AdSense are working within the framework to improve the advertising experience for users, publishers and advertisers on the mobile web. More to come as we continue to ramp this aspect of the effort”
As many marketers (and certainly most users) know, slow loading advertisements are a big problem with internet pages. While the page content may be available quickly, the ads can make the page very difficult to navigate until they have completed loading. Having ad networks using the AMP standards will help ensure that they are loaded up right away as well. This will create a much better user experience for everyone.
Of course, it will also improve the impression people have of ads on a page, which can lead to more clicks and improved conversion rates. While nothing was mentioned about it, it stands to reason that it will also help ensure that ads are fully loaded and seen by more users.
In the announcement Google also said that AMP will be arriving in Google search early in 2016. This is a big update and will likely come with many other significant changes. All marketers will want to keep a close eye on the AMP program and how it will impact their efforts in the future.
