Good News About Google’s Big Upcoming Change

A lot of webmasters and publishers are gearing up for Google’s big Accelerated Mobile Pages launch next month. Sometime in late February, Google will begin sending search traffic to AMP pages. A...
Good News About Google’s Big Upcoming Change
Written by Chris Crum

A lot of webmasters and publishers are gearing up for Google’s big Accelerated Mobile Pages launch next month. Sometime in late February, Google will begin sending search traffic to AMP pages.

A lot of publishers are no doubt interested in how using AMP will impact ads on their pages. This is, after all, how most are making their money. The good news is that chances are, you’ll be good to go when Google launches.

Have you been working on getting AMP implemented? Do you expect to in the near future? Let us know in the comments.

With an IAB conference taking place, Google has been talking about this a bit this week. The company says its goals for AMP, as the project pertains to advertising, are to ensure that it works well with the publisher business models of today and that it leaves plenty of room for innovation in the future.

“In the near term, our top priority is making sure that ad formats, features and measurement that publishers rely on work within the AMP environment,” says a post on the AMP blog. “When AMP launches on Google Search in February, it will include important, basic functionalities. These include the ability to traffic ads with ad servers of your choice, support for multiple demand sources and formats (including native ads), full control over ads placements, and viewability measurement. It also includes integration with 20+ ad tech vendors, all of whom are excited to participate in the AMP initiative.”

The post shares comments from executives from Moat, Kargo, Outbrain, and The Daily Mail.

“Everyone involved in this effort recognizes that it will take time and innovation to transform the ads experience on the mobile web,” the post says. “We’re invested for the long term. As we look to the future, four key principles are guiding our development work on ads in AMP.”

These are: “Faster is better,” “‘Beautiful’ matters,” “Be safe, be secure,” and “We’re better together”. The first three of those are self-explanatory. The last refers to the project as being an industry-wide initiative.

Google has said before that the initial roadmap for ads includes faster ads, ads that can resize, and support for viewability, as well as integration with certain data management providers and sponsored content providers.

Richard Gingras, Head of News at Google, recently said that publishers and ad tech partners are working in parallel to implement and test new capabilities.

“Buyers have also been engaged: Annalect (Omnicom Media Group) is currently reviewing the project and excited about what AMP is trying to accomplish for users and advertising,” he said. “Advertising companies that have expressed their intention to support AMP include: Outbrain, AOL, Taboola, OpenX, DoubleClick, AdSense, Pubmatic, Integral Ad Science, Moat, Smart AdServer, Krux, Polar, Nativo and”

Jonathan Meltzler, head of platforms and publisher marketing at Google talks about AMP and ads more on the DoubleClick Publisher blog.

Google recently announced that it was updating the documentation for AMP, adding new documents about AMP creation and testing components to go along with existing docs about monetization and analytics.

Many sites are going to be rushing to get AMP implemented as Google begins sending traffic to pages next month. A ranking boost is possible as Google obviously likes fast pages and continues to focus on improving the mobile experience.

Are you planning on taking advantage of AMP? Do you see legitimate reasons not to? Discuss.

Image via AMP

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