Cillian Bracken Conway
26th Jan, 2016

Sridhar Ramaswamy, head of ads in Google, shared at the IAB Leadership Summit some details on where Accelerated Mobile Pages (AMP) stands and how ads would be handled when integrated to AMP.

AMP is set to serve in search starting early February.

It will include important, basic functionalities:

  • Traffic ads with a publisher’s choice of ad servers
  • Full control on where ads will be placed
  • Support on multiple ad formats, including native ads, and demand sources
  • Viewability measurement
  • Integration of more than 20 ad tech vendors

According to Ramaswamy in a blog post published last Monday, in the near term, focus will be on ad formats, features, and measurement tools, ensuring they work properly within the AMP environment. AMP should work well with the business models that publishers of today use.

Publishers using AMP can use any tools they wish to sell advertising along with and within their content. They are not limited to Google’s ad tools, but can also use technologies and networks provided by third-party companies. The search giant warns against bad ads, however. Ad format must not “detract from the user experience” when used within the AMP environment.

Google would also offer support for paywalls and subscriptions.

In the long term, AMP will provide the early step to future bold innovations. The process of transforming ads experience on mobile web requires time and continuous innovation. Everyone involved agrees that success would be achieved through key principles that guide ads development work in AMP.

  • Ads in AMP should work as fast as AMP documents
  • Ads in AMP should be innovative and beautiful
  • Ads in AMP should be safe and secure. All creatives must use HTTPS protocol
  • Broad industry participation is the key to success

AMP is an open source initiative that was formally announced on 7 October 2015. It will enable publishers to get their pages loading quickly on mobile devices. The project is backed by Google, WordPress and Twitter, and is intended to be used as an open standard.

AMP is believed to help keep users from blocking ads, as it is designed to resolve a clunky, slow and frustrating experience when reading or accessing mobile web. Ad blocking usually happens because ads often slow down loading times of web pages.

Since the search giant announced ad support last November, the company has been working with ad tech partners, including Moat, Kargo, OutBrain, DoubelClick, AdSense, OpenX and AOL.

Outbrain’s Director of Product Marketing, Dennis Yuscavitch said, “Outbrain has been working with Google on its AMP project…improving the user experience with content and how it’s discovered”.

The same tech partners have been testing ad serving scenarios for AMP.

WordPress and similar CMS systems now supports AMP publishing. Some publishers already testing AMP are Washington Post, Buzzfeed, Vox, and The Verge. Twitter, on the other hand, has announced to support AMP upon launch.