What Happened
Google has shared some new information about its Accelerated Mobile Pages (AMP) project, revealing some details on ads in AMP. Set to launch in Google search starting in early February, Google’s AMP looks to help speed up webpage loading and make consuming content on the mobile web more enjoyable. Compared to Facebook’s tight control over advertising in its similar page-accelerating initiative Instant Articles, Google seems to be taking a more relaxed approach, as it reassures that standard ad formats and measurement tools will function properly in AMP pages. Moreover, the search giant has also teamed up with twenty ad tech providers, including AOL, AdSense, and DoubelClick, promising publishers the freedom to use the ad servers of their choice and retain full control over ad placements.
What Brands Need To Do
Starting with support for only five ad networks, Google has been working to add more ad platforms to its AMP initiative since its announcement in October last year. These new details should come as welcome news for publishers as well as brands looking to advertise on these publishers’ mobile properties. Although it remains to be seen whether Google AMP will win over publishers and brands from Facebook’s Instant Articles with its ad-friendly approach, brand marketers need to be conscious of the choices they have when it comes to accelerated mobile pages.
Source: Marketing Land