Google Announces Two New Partners to Enhance AMP Ads
Google has made ad partner announcements revolving around its AMP (Accelerated Mobile Pages) format. With the AMP ads, Google along with its partners strives to make ads load fast again. The primary objective of AMP is to accelerate the mobile experience and regular ads definitely make it slower.
Google has announced two new partners; TripleLift, the ad network and Cloudfare, the security and performance company to improve the AMP ads. For TripleLift, adding AMP support was a no-brainer and it is now engaged in trials with an American media company. According to the company sources, AMP ads load almost six times faster than regular pages and are almost three times lighter. According to a VP of the media house, in the trials with TripleLift the AMP ads are almost 13% more viewable than the standard ads which feature on the AMP pages. He said that they have witnessed marked improvements in eCPMs (effective cost per mile) and CTRs (click through rates). Several other media houses have been early adopters of AMP ads and have witnessed positive results.
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