Google, in an effort to incorporate adtech in new ways, has recently announced that it will revitalize its advertising program. Their open-source project, Accelerated Mobile Pages, will allow for faster news reading experiences for users, and this has inspired them to create a similar program for interactive ads.
While it was launched back in February, the Accelerated Moble Pages was initially conceptualized for publishers to utilize a new form of HTML coding that aims to make a web page load faster on mobile pages. This technology is imperative, as the company observes that users tend to stay loyal to a website only if web pages can load as fast as their patience can muster — roughly 58 percent of most users tend to leave a page that takes more than 10 seconds to load.
Google's vice president of display, video and analytics, Paul Muret, had this to say on the announcement in a blog post on Google's site:
“Delivering a better experience for users has been our top priority since Google was founded, from the products we develop and the ads that we show to how we do business with our partners and clients. This will be on full display at the DoubleClick Leadership Summit, our annual gathering of large advertiser, agency and publisher clients beginning today.
This year, our focus is on how we can work together to create better, faster ad experiences across every screen, starting with mobile.”
Along with pushing to improve AMP for Ads and AMP Landing Pages, Google is also working on further developing of DoubleClick, a program specifically designed to help businesses develop native ads for their audiences. By aiding in how companies advertise to their audiences, this will help in the long run with developing more interactive content that draws customers in.
Though this is a small step in pushing AdTech forward, it's important to know how vital the niche is to developing how companies remain competitive in the digital landscape.