What Happened
Google announced on Tuesday that it is extending its Accelerated Mobile Pages (AMP) product to support mobile ads and the landing pages they link to. Marketers will be able to purchase AMP-powered ads programmatically via Google’s DoubleClick Bid Manager. Google introduced AMP last October as a response to Facebook’s Instant Articles, which also promises publishers faster mobile loading. According to Google, web pages built with the AMP format load 85% faster than standard mobile pages.
What Brands Need To Do
Compared to Facebook’s tight control over advertising in Instant Articles, Google seems to be more willing to work with ad tech partners and marketers to support ads in AMP pages. Now by extending the AMP format to ads and landing pages, Google is giving advertisers a valuable tool to deliver a faster, leaner mobile ad experience to consumers.
Source: DoubleClick Advertisers Blog