Next month’s launch of Accelerated Mobile Pages on Google Search will support ads right out of the gate. AMP, an industry effort to speed up and improve mobile web pages, has garnered the support of many tech companies and publications. The latter will have full control over ads on AMP pages and get accompanying statistics.

In their announcement, Google cites that publishers will be able to traffic ads from servers of their choosing, control format and placement, and view stats. Over 20 ad tech vendors, including Moat, Kargo and Outbrain will be integrating with AMP. Google says that their guiding principles as they work on ad support are speed, appearance, security, and partnerships.

In support of the latter point, sever ad vendors and publications have praised Google for being a receptive partner throughout AMP’s development. “Google has been very receptive to feedback throughout the process. They have prioritized partnerships with publishers and our 3rd party partners since the beginning,” according to Noah Szubski, Chief Product Officer at The Daily Mail. At an ad conference today, Sridhar Ramaswamy, Google’s SVP of Ads & Commerce said that improving the mobile user experience of ads can generate up to $50 billion in revenue for the industry.

Google Search will begin sending traffic to AMP pages on mobile in late February. By the end of this month, any WordPress site can enable AMP. A number of messaging apps will begin linking to AMP pages, while Twitter will begin experimenting with AMP pages from publishers by early 2016. Publishers can learn more about enabling AMP on the project’s page.

FTC: We use income earning auto affiliate links. More.

Check out 9to5Google on YouTube for more news:

You’re reading 9to5Google — experts who break news about Google and its surrounding ecosystem, day after day. Be sure to check out our homepage for all the latest news, and follow 9to5Google on Twitter, Facebook, and LinkedIn to stay in the loop. Don’t know where to start? Check out our exclusive stories, reviews, how-tos, and subscribe to our YouTube channel

About the Author