Advertising Technology Advertising Technology | October 23, 2015

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.


Dennis Yurkevich

What does AMP mean for advertising?

The AMP initiative in its simplest form is a combination of HTML5 boilerplate combined with a JavaScript library. Together these components aim to speed up the load of necessary elements on the page such as content, and reduce the jolting we experience as different images render and alter the layout of the page.

This is achieved by creating new HTML elements one of which is <amp-ad>, a container for display advertising to sit within. This creates a sandboxed environment for the ad to load within, and blocks any ad network provided JavaScript from interacting with the publisher site itself, proposedly speeding up content load. The current support for ad providers does not stretch much past – AdSense, DoubleClick & AdTech.

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.

So while the project itself is going to improve the browsing experience of certain publisher websites, it does not tackle the problem on a global scale. Mobile is here to stay, as large publishers such as “The Washington Post” have reported mobile having overtaken desktop traffic. Therefore, load speeds and user experience should be regulated by the underlying web technologies such as HTML5, CSS and JavaScript. The initiative should be driven by large independent bodies looking at the whole industry such as the IAB and W3C, rather than a market leading advertising giant.



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