During the DoubleClick Leadership Summit, Google announced important updates to its Accelerated Mobile Pages (AMP) and DoubleClick Bid Manager. Most notably, AMP will see more ads and landing pages designed for the optimized page experience.
We’ve discussed Google AMP in the past, but here’s a quick recap: Google has recently invested and promoted in AMP, an open-source project to speed up mobile webpages. AMP-coded pages (indicated by a thunderbolt icon) are mobile-friendly and load almost instantly.
AMP previously supported articles only, but this week Google says that AMP Ads will load just as fast as the article.
Google is now testing AMP for Ads (now being called A4A), which works just as you expect- Ads running AMP code will now load just as fast as the AMP pages they’re found on.
Initially, AMP was designed to support legacy ads, the kind you would find on a typical webpage. But the developers found that these ads compromised the efficiency and speed of a page.
AMP for Ads has a simple but effective solution – unlike web ads, AMP for Ads separates ad requests from ad rendering, which means the ad can load much faster without any additional processing or memory. Any CPU usage will give priority to on-screen ads to save battery.
Marketers and advertisers will also be pleased to hear that A4A will also include its own analytics system, so there’s no need to worry about bandwidth or runtime costs with most analytics/measurement tools.
AMP Landing Pages
To support the efficacy of A4A, Google also announced Landing Page support for AMP. This means that whenever you click on an AMP ad, you’ll be brought to a specially designed AMP landing page that loads just as fast, too.
AMP Landing Pages will be coded with AMP HTML, giving publishers the ability to customize the page as much as other articles using AMP.
Dynamic Native Ads
An update is also coming to DoubleClick Bid Manager, Google’s demand-side-platform for display media advertising. We already learned that Google plans to rollout responsive display ads earlier this year, but now Google is going to incorporate it into DoubleClick Bid Manager.
Instead of providing creatives, advertisers need to only provide the headline, image, and text- the basic components of the ad. DoubleClick will then automatically arrange them in a way that best fits the platform, website, or app it’s on.
DoubleClick also announced a partnership with Time Warner Inc., where DoubleClick will handle all programmatic buying, ad serving, and measurement for Time Warner businesses.
We were initially concerned about the direction and impact of AMP, largely due to weak advertising support and competition from Facebook Instant Articles. The initiative was still in its infancy, and it was hard to see it grow from just a handful of articles that didn’t even have advertising to generate revenue.
Now it’s clear Google means to push the initiative further, expanding the original scope to advertising, and even recipes and apps. With pages that have responsive, trackable ads, more publishers will likely want to try AMP for their articles. It’s not too outlandish anymore to imagine every webpage loading in seconds, with a mobile-friendly format.
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