Publishers today adopt to user behavior and one key trend is the growing usage of the mobile web. Despite this, the problems of slower page load times and the difficulty of accessing rich media on mobile remain present. So Doubleclick has started an initiative to help publishers leverage the potential of mobile by introducing Accelerated Mobile Pages. This project is open-sourced with the aim of helping publishers create faster mobile web pages. When content and ads do not load well this translates into lost revenue for the publisher. So having a faster, better user experience on mobile gives more opportunities to earn.
How does it work?
Doubleclick’s Accelerated Mobile Pages is backed by AMP HTML technology. It is a new open framework created from existing technologies used to build light-weight web pages. The goal is to make websites with rich content to display well alongside ads while loading instantaneously. AMP HTML also allows for the same code to work on multiple platforms. In effect, a publisher’s content appears around the globe, across all devices – in an instant!
What’s in it for Publishers?
Earlier this month, Doubleclick announced that nearly 30 publishers from around the world have taken part in the project. There are many benefits of using AMP HTML aside from the obvious return on mobile monetization. By adopting this initiative, publishers can now focus on:
- Creating rich-media content across all device platforms without the worry of poor load times;
- Targeting a wider audience because their content is now viewable to many other geos;
- Improving their mobile monetization strategy because AMP HTML allows them to make better web pages easily.
Mobile-first technology has pointed publishers to the direction of responsive design and cross-device analytics. Many are still struggling to cope. The Accelerated Mobile Pages project looks to further ease the transition into mobile monetization.