Accelerated Mobile Pages(AMP) which was introduced last year, is going to be implemented for adverts by the web giant Google. Google AMP Pages was introduced by the firm in order to deliver speedier mobile content for some of the publishers. The AMP is now going to be developed specifically for ads, which is known as ‘Amp for Ads’ or simply called ‘A4A’.
Malte Ubl, tech lead of Google stated that “Amp only animates things that are visible on the screen, being new and special purpose technology, [it] can pinpoint when animations are needed and thus further reduce CPU [central processing unit] usage and battery consumption.”
AMP is an open framework that can be used to create articles which have to be loaded quickly. It was announced that publishers will be able to run the ads on their AMP formatted pages, just like any other articles. The A4A will separate the ads which has been requested from the ads which are to be rendered, which results in much faster rendering with low CPU and memory usage.
Google demonstrated the AMP for Ads and the full review of it is available at AMP project Blog.