Google pushes AMP Ads adoption, announces Celtra & MOAT integrations

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Last July, Google introduced broad support for AMP-enabled ads and landing pages in DoubleClick. Now, Google wants to make AMP the standard for ads across the mobile web.

“Things written in AMP, even if they are ads, cannot have poor performance,” said AMP Ads Initiative tech lead Michael Kleber at Google I/O Thursday. “Everything written in AMP is guaranteed to have good performance properties, and that extends to ads also.”

In Thursday’s presentation, Google introduced several initiatives to increase adoption of AMP ads, including partnerships with Celtra and MOAT and a native video player. Features critical to advertisers — such as viewabilty monitoring, analytics, click protection and other back-end functions — are also now built into the AMP ads framework.

In addition to standard text and image ad formats, there are now six new AMP ad templates, including a carousel ad format, a video parallax unit and a lightbox format. Demos and examples are available here.

Celtra, a creative management platform integration used by 3,500 brands, now supports AMP ad creation in the platform with an easy-to-use tool.

And to increase publisher adoption of video ads in AMP, Google introduced a built-in video player. AMP has always supported video ads and content, but with the native AMP video player, publishers will be able to support video ad content easily without having to partner with a third party. AMP pre-roll videos do not autoplay.

The MOAT integration with AMP ads using the AMP analytics framework to provide viewability and audience verification analytics for AMP ads. AMP ads are supported by more than 100 ad networks, such as Sharethrough, Triplelift and Kargo.

Google said AMP ads will eventually be able to work with any HTML pages, not just AMP pages.

Watch the full presentation below. The ads portion begins around the 12:50 mark.

About The Author

As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.


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