Google was trying to provide the best news reading experience to their users and came out with the AMP (Accelerated mobile pages) program in that purpose in last October. And now they are introducing a new version of this AMP program that aims to help users go through the advertising content more smoothly.

AMP Program That Aims to Help Users Go Through The Advertising Content

AMP is a useful open framework which is designed to create articles to load more quickly especially in the mobile platform.

Google Includes Speedier Ads in Its AMP Program
Google Includes Speedier Ads in Its AMP Program

The new version of AMP called as AMP for ads or A4A allow us to enter in a more healthy advertising ecosystem on the internet. In the beginning, Google built legacy web ads but they had to accommodate the challenges as well in those ads without compromising on the content. Now, what happen when an AMP pages are loaded, the content comes first after which the ads keep loading and they are being placed in specific spaces.

But this A4A is a bit different from the legacy web ads in some cases. For example, the ad request and ad rendering are separated in AMP for ads which allow for quick ad rendering but it does not require any additional CPU or memory usage. Also, the CPU usage will be highly limited to save a great amount of battery life.

This AMP for ads is completely different from regular AMP pages and A4A have their own analytical functionalities which are perfectly designed to reduce the bandwidth and runtime costs that are mainly associated with the ad measurement tools. However, as of now the AMP pages will continue supporting other non-AMP ads as well because now Google is experimenting with the AMP for ads. And this development no doubt will help the company catch up with Facebook’s instant articles soon.


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