Last October, Google announced that it would be rolling out its Accelerated Mobile Pages Project, an open source project to ensure mobile pages would load instantly on user devices, “soon”. Soon has become February 2016.
Already supported by publishers including BBC, Sankei, New York Times, News Corp, Washington Post, among others, there’s been little doubt that AMP would support ads. Now, Google has confirmed that the AMP community has come together to ensure that AMP would work well with publishers and at the same time leave room for future innovation.
More precisely, Google says it aims to ensure that ad formats and attribution will work seamlessly with AMP. Among the functions that will be available upon launch this February, publishers will be able to traffic ads with ad servers of their choice, receive support for various demand sources and formats, have control over placements as well as measurements.
Early partner of the AMP Project, Noah Szubski, Chief Product Officer, The Daily Mail, says:
“Google has been very receptive to feedback throughout the process. They have prioritized partnerships with publishers and our 3rd party partners since the beginning. The industry should be aligned that we need to create better advertising experiences for users. We see AMP as an important early step but expect innovation and for this to be a long term strategy.”
Among the key principles of Google’s work on ads in AMP are ensuring that ads in AMP are as fast as AMP documents. Advertising content should also be beautiful and innovative. The company adds that creatives will need to utilise HTTPS protocol to ensure ads are safe and remains focussed on an approach based on industry participation.
In an interview with AdAge recently, Sridhar Ramaswamy, Senior VP-Ads and Commerce, Google, discussed the advantages of AMP for publishers when it comes to viewability and fraud. He says:
“This is where we can leverage the work that we have already done in terms of viewability and make sure it’s kind of built in, say, natively into AMP. There’s a little bit of a game of cat-and-mouse when it comes to these kinds of standards. For example, with spam detection, one has to be careful with how many details one reveals, not because one doesn’t want to reveal the details but because doing that encourages spammers to come up with some other schemes. So you have to be careful of how exactly you shift the technology. But I feel pretty confident the work we’re doing in Active View can be very directly and easily adapted to something like AMP.”