Google is expanding Accelerated Mobile Pages, its open-source effort to speed up the mobile web, to support native video ads. This enables publishers to serve their premium video ads in a speedy manner on mobile through Google’s ad platform DoubleClick. Google recently reported quick growth of its video ads business, with monthly video ad impressions doubling across platforms since January.
Why Brands Should Care
This addition marks the latest development in Google’s continuous efforts to make nice with publishers by offering monetization options in AMP. By extending the AMP ads to include native video ads, Google is giving advertisers a valuable tool to deliver a faster, leaner mobile ad experience to consumers without losing an important part of their ad revenue. With more and more people consuming content on their smartphones, marketers need to be conscious of the choices they have when it comes to mobile ads.