Dennis Yurkevich’s take on Google launch of ‘Accelerated Mobile Pages’ (AMP)
Google recently announced an open source initiative to help speed up the mobile web as people are spending more time consuming content on their smart devices. Publishers are looking to leverage this growing traffic source that will allow them monetise their content, but every page which takes too long to load is a potential reader lost.
This kind of user experience improvement is the need of the hour due to the current industry wide concern surrounding the growing popularity of ad blocking applications, a method endorsed by Apple.
In short the AMP technology pre-caches and pre-renders web pages so that they load 85% more quickly in initial testing than without the technology present.
Dennis Yurkevich, Product Manager at Media iQ, talks about it in greater details.
What does AMP mean for advertising?
How will it effect on the Ad ecosystem?
Google is making good headway into integrating their offerings into publisher websites, and for publishers already using the stack moving over to this may seem a “no-brainer”. While the idea behind the initiative is solid, it is important to decide whether a company already making huge sums of money from web advertising are the best leaders for such a project.
There are some clear potential benefits to the Google juggernaut in this new framework, such as; reduction of data collected by third parties; ease of integration with Google advertising products and setting the standards for ad creation and delivery onto mobile web pages.