Google Announces Faster Adverts For AMPs

Google has announced the introduction of faster adverts to its AMP project. The AMP programme is currently an open framework developed by the company allowing publishers to create faster loading articles, allowing for a better experience for users on mobile devices. Now, Google has announced the introduction of an AMP for Ads programme, allowing marketers to create similarly accelerated adverts, to be visible alongside the same news articles. Paul Muret, Google's vice president of display, video and analytics, wrote in his blog that “AMP for Ads allows advertisers to build beautifully-designed ads in AMP HTML”, so that “both the publisher's content and the advertiser's creative, load simultaneously” at high speed. Meanwhile, the search engine also announced AMP landing pages that are expected to allow marketers to create equally fast pages for users, after they click on the ads.