Category Archives: DoubleClick Publishers Blog

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Mobile Bootcamp Part III: Focus on quality

At this point, you’ve read our recommendations for growing your app’s audience and keeping users engaged. But there are technical aspects, too, that can make or break your app’s success. Speed, for example, is crucial -- users expect apps to respond in under one second.

Yesterday, we gave recommendations for attracting, engaging, and retaining your users. Continue reading today to learn tips from Dev Gogate, Mobile Solutions Consulting Manager at Google, on providing your users with a high quality app.

  1. The smaller the app size, the better: Users have limited bandwidth and data storage, so a large app runs the risk of losing an install. App stores impose size limits and will only deliver apps under a certain size over cellular connections; Google has a 50MB limit for each APK (but allows 2GB expansion files for supporting media) and Apple limits app size at 100MB. Use the ProGuard tool to optimize your Android code and enable Resource Shrinking to remove unused and unneeded resources from dependency libraries. App Thinning offers a similar solution for decreasing app size on iOS.

  2. Build apps that use device resources optimally: Building apps without taking into account how display interacts with hardware components can drain precious resources, such as battery life. According to Dev, "App performance is critical! A badly designed app can drastically and negatively impact the the user's perception of the app's usability and will surely lead to an uninstall." Dev recommends compiling a list of metrics for your apps to perform against and then running tests. This YouTube Android performance channel and Google+ community offer excellent tips on building high performing apps.

  3. Ensure your app works across devices: Failing to catch a bug or crash that only impacts some devices quickly leads to angry customer feedback and low ratings. Dev recommends using Cloud Test Lab to simultaneously test your app on nearly every brand and model of Android devices and across multiple languages, screen orientations, and Android API versions. Dev’s expert tip: Even if you have not written any instrumentation tests for your app, you can use Robo tests to exercise your app by simulating user actions.

  4. Use A/B testing to get real user feedback: Dogfooding your app provides early insight into how users interact with your app and how it behaves beyond the test lab. Beta testing, on the other hand, gathers feedback from an enthusiastic audience. Since this testing is customer-facing, ensure the process is simple to ensure high user participation. Both of these tests gives you early feedback from users before widely releasing your app.

  5. Launch new app versions in phases and closely monitor: Don’t underestimate the number of users who may adopt a new version of your app and their levels of usage. Dev recommends using staged rollouts, which allow you to beta test different app versions and gradually release app updates with a chosen user group. The Cloud Test Lab provides access to virtual devices that give rapid feedback during development, as well as physical devices that pinpoint issues found on real, physical devices.

Creating a high quality app is essential for building and maintaining a loyal user base. Follow Dev’s recommendations to optimize your app quality and stay posted for our post tomorrow on ways to effectively monetize.

Posted by Danielle Landress
Associate Product Marketing Manager, Publisher Marketing

Mobile Bootcamp Part II: Engage your users

Did you know that 52% of all apps lose at least half of their most valuable users after three months?1 In this environment, how can you ensure your app effectively attracts, engages, and retains users?

Yesterday, we kicked off our mobile bootcamp to help get your app in shape for increased traffic and monetization opportunities during the holiday season. Building on mobile expert Cheney Tsai’s recommendations for growing your app’s audience, Jason Rosenblum, Mobile Solutions Consultant at Google, shares tips for effectively engaging users.

  1. Optimize your on-boarding experience: The first-run of your app is critical in selling its value and utility. Jason suggests using A/B testing to experiment with different features, such as adding an app tutorial or custom discount code.

  2. Measure user engagement and understand how it connects to your business: Knowing whether, when, and how frequently users return to your site allows you to strategically send notifications, identify pain points, and launch features. Cohort analysis indicates patterns in user behavior by aligning all metrics by the different days of user experience, regardless of the specific day a user starts using your app.

    While Google Analytics offers standard measurement options -- average session duration, active users, loyalty, recency, audience overview -- consider the nature of your business to pinpoint significant custom metrics. Jason explains, "You need your analytics to make sense for your business. For example, if you're running a hotel booking site, you want to know the number of hotel searches being run and the number of hotel rooms being booked. Customize your analytics for your business so you can drive the right KPIs."

  3. Remind users of your app’s value: 34% of app abandonment is fueled by a loss of interest, so create rich, contextual notifications like latest news, weather, or reminders to re-engage and increase your daily/monthly users. Google Cloud Messaging, for example, allows you to implement and manage notifications across Android and iOS. Jason advises using rich notifications to add quick actions, such as the ability to Archive an email via gMail notifications, and allowing users to control whether and how often they receive notifications.

The total time spent in apps per smartphone user is increasing, yet the total number of apps used has not changed. Users, therefore, are consolidating their time in certain favored apps. Incorporate Jason’s recommendations to keep your users engaged and come back tomorrow to hear from Dev Gogate, Mobile Solutions Consulting Manager at Google, to maximize your app quality.

Posted by Danielle Landress
Associate Product Marketing Manager, Publisher Marketing
Danova, Tom. BI Intelligence: The App Store Marketing Report: User Behavior Trends, And Getting Apps To Stand Out. Business Insider, 2015.

Delivering yield, speed, and control with DoubleClick for Publishers First Look

Users read, watch, listen, and connect with content across multiple screens throughout the day. With every interaction, they expect fast, safe, and relevant experiences regardless of where they are or what device they’re using. In this environment, publishers only have a split second to deliver the most relevant and highest paying ads to maximize their overall yield without increasing latency and potentially losing users.

A few weeks ago at the IAB Ad Operations Summit, I spoke about a new feature we are testing to deliver yield, speed, and control, called DoubleClick for Publishers First Look. Today, I’d like to give you some more details about it.

One of the fastest-growing segments of programmatic advertising has been from high-CPM, low-match-rate buyers, such as remarketers. These buyers are willing to pay a substantial premium to publishers in exchange for a ‘first look’ at all of a publisher’s inventory, but they need to see a lot of impressions to find the ones they value. The standard implementation of this first look has been through a header bidding tag to indicate interest. While this works, unfortunately it has drawbacks. It adds latency to every pageview, gives one buyer preferential access, and gives up the control and protection of an ad exchange. A better solution would reduce or eliminate latency, enable any selected buyer to compete, and allow publishers to manage demand just as they do with other private or open marketplaces.

First Look does just that. It allows publishers to give trusted programmatic buyers the opportunity to bid on 100% of their inventory -- even ahead of sponsorships and reservations. By allowing these buyers to see more inventory, and by putting them in real-time competition with each other, publishers in our Beta test have seen an average 10% lift in revenue. First Look is simple to set up (no added line items), creates zero added latency (no additional ad requests), and works across all channels and formats. And since First Look is part of the DoubleClick Ad Exchange, you don’t lose any of the controls and protections you already rely on like creative review, category blocking, or malware protection.

“First Look has shown strong performance, increasing our revenue by a double digit percentage across all of our properties. There were no added tags and no need to change our page setup. Best of all, there has been no impact to what our users experience when they visit our properties, regardless of the device they’re using."
Jeremy Hlavacek, Vice President, Programmatic, The Weather Company.

We believe that First Look is good for buyers, too. According to Sam Cox, Vice President at MediaMath:

“First Look is an exciting step towards having all demand compete, simultaneously. Access to more users who are typically consumed by guarantees will drive higher ROI, and the high prices of the inventory should dispel any myth that programmatic is not premium."
Sam Cox, Vice President, OPEN Global Media Management, MediaMath

As I mentioned at the IAB Ad Ops Summit, DoubleClick’s mission is to help our publisher partners grow their ad revenues in a healthy long-term market. With First Look we are striving to create a solution that delivers lift for publishers without sacrificing consumer experience or publisher controls.

We’re excited to launch DoubleClick for Publishers First Look to all publishers early in 2016. Space in our beta is limited, but if you’re interested in getting set-up before the holiday rush, contact your account manager today. And in the coming weeks, stay tuned for more tips on how to maximize your overall yield.

Posted by Jonathan Bellack
Director, Product Management

Mobile Bootcamp Part I: Get your app into shape for the holiday season

During the 37 hours per month typically spent in apps, people look to their mobile devices for information and entertainment.

This comes as no surprise, however, to our DoubleClick customers. You already see most of your audience is mobile: more than half the queries on our platform today come from mobile devices, across mobile web and apps. This holiday season will bring increased traffic and even greater potential to grow revenue, peaking in January. Mobile app installs are expected to increase by 150% on Christmas Day compared to an average day in December.

To help you take advantage of the surge in user activity on mobile, and particularly in apps, we’ve gathered our most actionable research and best practices. Make the most of the holiday app frenzy with this four-day mobile bootcamp on reaching, engaging, and monetizing your app audiences.

Grow your app’s audience

Of the five hours per day that US consumers spend on smartphones, 54% of digital media time is spent in apps. How can you ensure your app is one of those? Cheney Tsai, our Mobile Solutions Consultant at Google, recommends five steps to help you connect with your audience everywhere.

  1. Get people talking about your app: 52% of users learn about an app from friends, family, or colleagues, proving yet again word-of-mouth is a reliable promotion method. Cheney suggests using App Invites, a beta feature for iOS and Android, which allows users to invite Google contacts to your app via email and SMS. As explained by Cheney, "First impressions matter! App Invites allow you to reach new users with a warm welcome, which could be game-changing for the long term value of your user. You can even reward the sender/receiver with a custom deal just for them."

  2. Make it easy for your existing users to find you, everywhere: By expanding your house ad campaigns to cross-promote on existing properties, you can target desktop users in addition to those on Android and iOS. Use App Indexing to redirect your SEO based traffic to your app; users who have the app are redirected into it while those without the app are prompted to install. Also, make sure your Google Play Store badge is prominently displayed on your website. Users are 47% more likely to trust and download apps upon seeing the Google Play badge!

  3. Optimize your creatives to pique users’ interests in stores: Your app’s presentation in app stores directly impacts downloads. Since the icon is the first impression, make it polished and descriptive with a featured image demonstrative of your app’s uniqueness. Experiment with the Play Store’s A/B testing features for different versions of graphic assets, titles, and descriptions. Cheney recommends playing up keywords with which users are most likely to find your app!

  4. Identify high performing channels and optimize with better analytics: Pinpoint your most successful app install campaigns and creatives to create an effective promotion strategy. For both iOS and Android, you can use Google Analytics to understand your user drop off points. Dive even deeper with app install tracking and custom campaigns to identify your top app referrers!

  5. Listen to your users and address their concerns: User comments may offer constructive feedback, so it’s integral to have a plan in place to respond and make changes. In Google Play Developer Console, you can reply to reviews to help users overcome a problem or communicate relevant information. According to developers like James Jerlecki at Text Plus, “The Reply to Reviews feature has essentially given me that direct line [to users] that I didn’t have before.”Just remember your reply is publicly visible, so ensure you have the right person in your organization replying.

With over 3.1 million apps across the Google Play and Apple stores, your app needs to be present whenever users are looking to discover new apps and stand out from the crowd when they find your app. Check out this blog tomorrow for recommendations from Jason Rosenblum, Mobile Solutions Consultant at Google, for engaging your users.

Danielle Landress
Associate Product Marketing Manager, Publisher Marketing

Bringing native ads and mobile video interstitials to DoubleClick Ad Exchange

Mobile is changing the way people experience content - including advertising. Every time they reach for their devices, they expect to find what they are looking for and be engaged, and they quickly look elsewhere if their experience is poor. In this environment, publishers must take new approaches to advertising to grow revenue. More than ever before, advertising experiences need to be relevant and respectful of the user’s context in the moment.

At DoubleClick, we’ve been investing heavily to help publishers address this challenge. With DoubleClick Ad Exchange, we’ve built programmatic technologies that scale advertising to wherever users are, in the moments that they’re most likely to respond. We’ve also developed mobile-first, immersive ad formats to keep users engaged and ensure advertiser goals are met. Today we’re excited to bring these two areas of investment together for our DoubleClick customers with programmatic support for native and video formats on mobile.

Enabling publishers to sell native ads programmatically

Earlier this year, we announced support for native formats in DoubleClick for Publishers. Now we’re also enabling publishers to sell native ads programmatically, both in the open auction and in private marketplaces, on DoubleClick Ad Exchange. This is available now in apps and will roll out for cross-screen native ads over the next few months. Beta testers of these features, including eBay, have already experienced strong results.

As a pioneer in the programmatic space, eBay recently rolled out its Native Mobile Programmatic solutions, which have revolutionized the way brands deliver their message to the right person, at the right time. Since the launch of its new native ad unit, eBay is seeing a 3.6x increase in ad engagement on average, with some campaigns delivering click-through rates up to 5%.

“We’re focused on leveraging DoubleClick’s technical footprint to bring scalability to our native mobile programmatic offering,” says Brian Brownie, Director of U.S. Display Operations & Programmatic Advertising at eBay. “Our success with desktop private marketplaces, backed by eBay insights, has unlocked massive client adoption and this next phase of mobile delivery is a continuation of the effort.”

"The eBay Native in-app offering has a very powerful combination of attributes — high quality inventory, programmatic access and a cross-channel audience at a scale few can match,” says Michael Collins, CEO of Adelphic, a leading mobile and cross-channel DSP. “These attributes combine to give brands a unique and high-impact opportunity for their advertising investment, especially in the upcoming holiday season.”

Introducing programmatic support for mobile video interstitials in apps

Along with native ads, we’re also introducing programmatic support for mobile video interstitials in apps on DoubleClick Ad Exchange. Video is key to driving brand impact in the moments that matter, no matter where they occur. With these new immersive, full-screen video ads available programmatically, again in both the open auction and in private marketplaces, publishers can offer their advertising partners a new way to bring engaging brand experiences to users seamlessly, driving advertiser performance and growing publisher revenue. During beta tests, publishers realized gains as high as 30% CPM in interstitial video compared to regular interstitial performance.*

Together, these innovations help address a strong demand from ad buyers for native and mobile video formats that can be bought programmatically.

"We've been a longtime supporter of DoubleClick’s programmatic solutions for mobile,” says Adam Foroughi, CEO and Co-Founder of AppLovin Corporation. "The Native and Mobile App Video ads on AdX are in high demand among our buyers and have shown strong performance both for advertisers and publishers. We're happy launch partners with DoubleClick on these new initiatives."

As the digital world around us continues to shift, these innovations are just some of the ways we’re helping publishers and advertisers adapt to changing consumer preferences and thrive.

Posted by Jonathan Bellack
Director, Product Management
Source: eBay Ad Serving Reports, in-app home screen placements, FY 2015.
*There are many factors that impact video demand on a publisher's app and experiences may vary.

Active View updates: Improved cross-screen options for brands and publishers

When advertisers pay for an ad, the chance for it to be seen is a basic expectation. Advertisers shouldn’t have to pay extra to measure and ensure that it was viewable. These expectations drove the launch of Active View back in 2013, an effort to establish a neutral and common set of viewability metrics used by both advertisers and publishers. Since then we've continued to invest in this technology across DoubleClick, YouTube and the Google Display Network, and today we're happy to share two new updates that will help advertisers and publishers run more effective cross-screen campaigns.

Announcing Active View optimization in DoubleClick Bid Manager - A better way to programmatically buy viewable impressions

Today, we're introducing Active View bid optimization in DoubleClick Bid Manager for clients globally. This new bid optimization feature uses the collective intelligence from many signals (e.g. URL, time of day, page category) to predict, impression by impression, the probability that it will be viewable. It then dynamically adjusts bids higher or lower based on that probability to deliver the viewable CPM target that advertisers set for their video and display campaigns. Active View optimization delivers what advertisers actually care about - the total volume of viewable impressions - and doesn’t fixate on a viewable percentage.

This will help solve a common problem: when marketers buy viewable impressions programmatically using current viewability targeting, the decision to bid on a single impression is very basic. Buyers choose a target viewable percentage (e.g. 50%) and their programmatic buying system bids the same amount for any impressions with a likelihood of being viewed above that target - or nothing at all for impressions with a likelihood of being viewed below that target. This means that buyers are missing out on wide swaths of inventory that may actually be viewable and are driving up competition (and CPMs) for the inventory they are buying.

Announcing Active View for mobile apps in DoubleClick for Publishers and DoubleClick Ad Exchange - Bringing holistic viewability measurement to publishers

We believe that viewability metrics should be a standard currency between buyers and sellers. To enable this, we've been investing in features that allow publishers to see and report on a holistic picture of viewability across their channels and content. We're continuing that momentum today by announcing Active View reporting for mobile apps in DoubleClick for Publishers and on the DoubleClick Ad Exchange. With the consumer shift to mobile reshaping how publishers engage with their audience and those interactions increasingly happening on mobile apps, this new measurement solution completes the picture for publishers helping them see how viewability plays out across all of their properties.

At Google, we remain committed to investing in a broad set of measurement solutions for brands and publishers through a combination of product innovation with our own solutions and partnerships with leading third parties. These announcements are two big steps in our ongoing effort to help our clients measure every moment that matters.

Posted by:

Ari Feldman
Product Manager, DoubleClick for Publishers Reporting and Active View
Deepti Bhatnagar
Product Manager, DoubleClick Bid Manager Brand Measurement and Optimization

Payment IDs now available in DoubleClick Ad Exchange

Last week, the Trustworthy Accountability Group (TAG) announced the “Verified by TAG” initiative to help increase transparency of digital advertising transactions across the industry. We’re fully supportive of both programs outlined in TAG’s announcement and we’re currently in the process of applying for TAG Registration. To support the adoption of Payment IDs across the ecosystem, starting today our version of Payment IDs is available in DoubleClick Ad Exchange to all buyers globally.

Currently, if a programmatic buyer finds they’ve bought fraudulent inventory, there is no way to directly identify the supply source responsible for the fraud. The Payment ID system we proposed to the TAG Anti-Fraud working group fixes this problem by asking all supply sources (e.g. ad exchanges, ad networks, supply side platforms) of advertising inventory to create and provide unique and persistent anonymous identifiers that link every impression to who is paid in their accounting systems. If a buyer finds invalid activity from any source in their supply chain, these Payment IDs will help the buyer to identify who is responsible and blacklist those suppliers from their campaigns.

We’ve always invested heavily to keep DoubleClick Ad Exchange free of invalid activity and ensure that money spent on our platform only goes to support legitimate publishers, app developers, and content creators. To show our commitment to a better ads ecosystem, accelerate the adoption of Payment IDs, and help DSPs start integrating them, we’ve implemented the standard as it exists today, and we’ll continue to work closely with TAG and others in the industry to formalize an industry-wide Payment ID program. When the TAG Anti-Fraud Working Group has finalized the broader industry standard, we’ll happily make any changes to ensure we are compliant with TAG’s efforts.

"Google has been at the forefront of the fight against digital ad fraud, and this announcement advances our work together to develop an industry-wide Payment ID system. We look forward to continued collaboration with Google and other programmatic leaders through the TAG Anti-Fraud Working Group to create a fully transparent digital ad supply chain that will expose the bad actors and cut off their financial support."
Mike Zaneis, CEO, TAG

Leading programmatic buyers, DoubleClick Bid Manager, Dstillery, Magnetic, MediaMath, Rocket Fuel, The Trade Desk, and Turn have all committed to integrating Payment IDs into their systems in the coming months.

Posted by:

Vegard Johnsen
Product Manager, Google Ads Traffic Quality
Chetna Bindra
Product Manager, DoubleClick Ad Exchange

Native Ads on DoubleClick boost Trovit’s mobile CPMs by 120%

As consumers spend more and more time on their mobile phones, providing ad experiences that respect their context is more important than ever before. Accordingly, publishers are increasingly embracing native ads -- highly customized advertising units that seamlessly integrate in a user’s content experience without being disruptive. However, creating and delivering these ads can be a challenge. That is why earlier this year we launched Native Ads on DoubleClick, and publishers like Trovit are beginning to see the results.

European publisher Trovit, a classified search engine for property, jobs, cars, products and holiday rentals, had over 50% of its total traffic in some countries coming from mobile devices. To grow mobile revenue while delivering better ad experiences to users, Trovit tested native ads on their apps, powered by DoubleClick, in two of their markets. Based on the promising tests, they expanded their native ads strategy to six more markets. The results: net revenue grew significantly with CPM growth up to 120% in certain markets.

Learn more about Trovit’s strategy and how DoubleClick helped here.

Posted by Nataliya Kozak
Product Marketing Manager, DoubleClick

Forbes, Washington Post and DoubleClick partner to help publishers respond to requests for 100% viewable impressions

Earlier this year, research from Google showed that nearly half of all display and video ads were not viewable. This has helped move forward the ongoing industry discussions around shifting digital ad buys from served impressions to viewable impressions. Simultaneously, advertiser demand for 100% viewable impressions, where advertisers only pay publishers for impressions that are viewable based on the current industry standard as defined by the MRC, has continued to grow.

To help publishers tackle this complex issue, we partnered with experts from The Washington Post and Forbes along with the DoubleClick for Publishers and Active View teams at Google to create an educational case study that surfaces key issues publishers should consider as they respond to RFPs for 100% viewable impressions.

The illustrative scenario in the case study walks through how a sales director at the fictional publisher, The Hourly Report, responds to a RFP from the fictional advertiser, Eh-Okay, for a commitment to provide 100% viewable impressions. The case study references two fictional viewability measurement technologies, Ad Chemist and Bridge, along with Google’s Active View solution, to represent the fact that there’s more than one way for advertisers and publishers to measure viewability.

“At Forbes, we’ve been preparing to transact on viewable impressions for about three years. Done right, viewability will be good for the advertiser, consumer and the ecosystem. Partnering with Google on initiatives like this are a great way to analyze the best approach to deliver a viewable campaign. From technology choices and ad placements to client relationships and overall sell-through rates, each element of a viewable campaign carries significant weight, and the case study we put together demonstrates that.”
-Alyson M. Papalia, VP Digital Advertising Strategy & Operations, Forbes Media

"The potential for an ad to be seen is an extremely reasonable expectation for a marketer and their agency...especially from a premium publisher such as The Washington Post. As the concept is still relatively new, challenges exist with making it an absolute reality. It is key that we are on the forefront of helping to aggressively move the conversation and process forward, and partnering with Google and DoubleClick on efforts like this case study to help educate the industry is a key step in the right direction."
-Jed Hartman, Chief Revenue Officer, The Washington Post

We’re strong believers that the viewability discussion should be just a starting point for publishers and advertisers: understanding whether an ad had a chance to be seen is the first step on the path to ultimately being able to measure whether it had impact. Adopting a single industry standard for viewability - like the MRC defined standard that Google supports - is a critical first step along the path to transacting media exclusively based on viewable impressions.


Read the full case study on DoubleClick.com
Lauren Ashcraft
Strategic Account Manager, Revenue Solutions
Justin Pang
Strategic Partnerships Lead

Introducing the Accelerated Mobile Pages Project, for a faster, open mobile web

Cross-posted from The Official Google Blog

Smartphones and tablets have revolutionized the way we access information, and today people consume a tremendous amount of news on their phones. Publishers around the world use the mobile web to reach these readers, but the experience can often leave a lot to be desired. Every time a webpage takes too long to load, they lose a reader—and the opportunity to earn revenue through advertising or subscriptions. That's because advertisers on these websites have a hard time getting consumers to pay attention to their ads when the pages load so slowly that people abandon them entirely.

Today, after discussions with publishers and technology companies around the world, we’re announcing a new open source initiative called Accelerated Mobile Pages, which aims to dramatically improve the performance of the mobile web. We want webpages with rich content like video, animations and graphics to work alongside smart ads, and to load instantaneously. We also want the same code to work across multiple platforms and devices so that content can appear everywhere in an instant—no matter what type of phone, tablet or mobile device you’re using.

The project relies on AMP HTML, a new open framework built entirely out of existing web technologies, which allows websites to build light-weight webpages. To give you a sense of what a faster mobile web might look like, we’ve developed this demo on Google Search:

Over time we anticipate that other Google products such as Google News will also integrate AMP HTML pages. And today we’re announcing that nearly 30 publishers from around the world are taking part too.

This is the start of an exciting collaboration with publishers and technology companies, who have all come together to make the mobile web work better for everyone. Twitter, Pinterest, WordPress.com, Chartbeat, Parse.ly and LinkedIn are among the first group of technology partners planning to integrate AMP HTML pages.

In the coming months we’ll work with other participants in the project to build more features and functionality focused on some key areas:

  • Content: Publishers increasingly rely on rich content like image carousels, maps, social plug-ins, data visualizations, and videos to make their stories more interactive and stand out. They also need to implement ads and analytics in order to monetize the content and to understand what their readers like and dislike. The Accelerated Mobile Pages Project provides an open source approach, allowing publishers to focus on producing great content, while relying on the shared components for high performance and great user experience. The initial technical specification—developed with input and code from our partners in the publishing and technology sectors—is being released today on GitHub.
  • Distribution: Publishers want people to enjoy the great journalism they create anywhere and everywhere, so stories or content produced in Spain can be served in an instant across the globe in, say, Chile. That means distribution across all kinds of devices and platforms is crucial. So, as part of this effort, we’ve designed a new approach to caching that allows the publisher to continue to host their content while allowing for efficient distribution through Google's high performance global cache. We intend to open our cache servers to be used by anyone free of charge.
  • Advertising: Ads help fund free services and content on the web. With Accelerated Mobile Pages, we want to support a comprehensive range of ad formats, ad networks and technologies. Any sites using AMP HTML will retain their choice of ad networks, as well as any formats that don’t detract from the user experience. It’s also a core goal of the project to support subscriptions and paywalls. We’ll work with publishers and those in the industry to help define the parameters of an ad experience that still provides the speed we’re striving for with AMP.

We hope the open nature of Accelerated Mobile Pages will protect the free flow of information by ensuring the mobile web works better and faster for everyone, everywhere.

Posted by David Besbris
Vice President Engineering, Search