In July of 2016, Google introduced broad support for AMP-enabled ads and landing pages in DoubleClick.  And now, Google wants to make AMP the standard for ads across the mobile web.

“Things written in AMP, even if they are ads, cannot have poor performance,” said  AMP Ads Initiative tech lead Michael Kleber at Google I/O Thursday. “Everything written in AMP is guaranteed to have good performance properties, and that extends to ads also.”

In the presentation given on Thursday, May 18th, Google introduced several initiatives that would increase adoption of AMP ads, which includes partnerships with Celtra and Moat and a native video player.  Features critical to advertisers, like viewability monitoring, analytics, click protection and other back-end functions, are built into the AMP ads framework.

Not only that, there are now six new AMP ad templates, which includes a carousel ad format, a video parallax unit and a lightbox format.  Demo and examples can be found here.

Cetra, which is a creative management platform that is used by 3,500 brands, supports AMP ad creation in the platform with an easy-to-use tool.

In order to increase publisher adoption of video ads in MP, Google introduced a built-in video layer.  Video ads and content was always supported by AMP, but when it comes to the native AMP video player, publishers can now support video ad content easily without needing to partner with a third party.  AMP pre-roll videos don’t autoplay.

The Moat integration with AMP ads using the AMP analytics framework to provide viewability and audience verification analytics for AMP ads.  These ads are supported by over 100 ad networks, like Triplelift, Sharethrough and Karrgo.

AMP ads, according to Google, will eventually be able to work with any HTML pages, not just AMP pages.

Check out the full presentation below.  The ads portion starts at about the 12:50 mark.

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