Google AMP ads facilitation will improve with two new partnerships between companies Cloudflare and TripleLift, according to an AdAge report…
Google AMP ads delivery will facilitate instant loading ad content, thanks to new partnerships with tech firms Cloudflare and TripleLift. The Google accelerated mobile page initiative seeks to deliver improved user experience on mobile devices.
Google AMP Ads Distribution to Provide Instant Loading Advertisements
AdAge reports Google is entering strategic partnerships to use a tool developed by Cloudflare known as Firebolt. The technology delivers ads at approximately the same speed as AMP content. Likewise, native ad network TripleLift is adding AMP support to its proprietary platform.
The Firebolt tool will integrate into AMP for Ads, whereupon authorized service verification occurs prior to consumer delivery. The technology is secure, in addition to delivering ad load time three times faster than traditional advertisements. Firebolt reduces ad loading times from 2.2 seconds to just 700 milliseconds, according to Matthew Prince, CEO of Cloudflare.
In part, the decision to partner with Cloudflare comes from concern about ads containing malware and viruses — a growing digital threat issue. “We really got pulled into this space because we desperately care about encrypting everything on the web. Ad networks have little control over serving malware and we turned to encryption to help solve that problem,” Prince said.
Current TripleLift integration of Firebolt powered ads proves its effectiveness with those ads delivered across Time Inc. owned properties. Said properties using TripleLift to deliver AMP ads report a 13 percent impression increase, in addition to similar increases with CTRs and eCPMs (click through rates and effective cost per mille).
In related news, RankRanger just reported Google News AMP search results include more than double listings, compared to about a week ago.
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