What Happened
In early October, Google announced its answer to Facebook’s Instant Articles named Accelerated Mobile Pages (AMP) to make webpages load faster on mobile devices. Since AMP was announced in October, it has gained support from publishers, platforms like Twitter, analytics providers, and initially, five major ad networks. Now, Google has added several new ad tech platforms to the AMP project, announcing that Outbrain, AOL, OpenX, DoubleClick, and AdSense are now working within the framework to improve the advertising experience. Google also said that AMP will be officially launched in early 2016.
What Agencies Need To Do
These new additions offer publishers greater flexibility to monetize their pages, especially compared to some of the limitations in rival systems like Facebook’s Instant Articles and Apple News. For ad agencies, this means more ad networks to choose from that may results in faster-loading mobile ads. AMP has been evolving quickly since Google’s initial announcement, and agencies should keep a close eye on its continued development.
Source: Marketing Land
