Google has previously launched the Accelerated Mobile Pages Project (AMP), an initiative aimed at speeding up the delivery of Web content on mobile devices. Now it is expanding that effort with AMP for ads, an open source set of guidelines and code for creating fast-loading mobile ads.
According to Google, ads that load within five seconds earn twice as much revenue s ads that load within nineteen seconds. “As mobile has grown, the ad experience has become less than ideal,” said Dan Taylor, Google’s managing director of global display, “The goal with AMP for Ads is 100% user experience-focused. A healthy and vibrant mobile Web is good for Google and all publishers.”