Ever wanted to check out an article on your mobile device and get so frustrated with slow-loading pages you left the page before the article even loaded? Turns out that you’re not alone. The Accelerated Mobile Pages or AMP Project is on a mission to transform the mobile web into a blazing fast and simply beautiful experience.

Video Source: https://www.ampproject.org/

 

What is AMP?
The result of discussions between publishers and tech companies, the Accelerated Mobile Pages (AMP) Project is an open source initiative that is focused on improving the mobile content ecosystem.

How does AMP work?
AMP content builds on a comtechnical core between pages and publishers that speeds up load times. The open source AMP spec utilizes a limited set of functionality that prioritize speed.

The AMP Project’s goal is for all kinds of published content – news articles, videos, blogs, photos – to work and look great.

What are the benefits to publishers?
Slow-loading content is an experience killer. Research indicates that pages that take several seconds to load have bounce rates as high as 58%. Mobile pages that are 1 second faster experience up to 27% increase in conversion rate. AMP content is designed to load instantaneously.

Are there any limitations?
The current version of AMP does not support interstitials or adhesion banners. While plans to support responsive design are apparently in the works, there is limited ad resizing for cross-platform ads.

I’m in. How can I get my ads AMP-ready?
Adventive ads are already AMP-ready and being served by leading publishers. Our ad tags able to be trafficked through any ad server that supports AMP, such as DoubleClick for Publishers. If you’re looking to get started with AMP ads or are interested in developing custom AMP-specific ad formats, get in touch with your Account Manager or contact [email protected].