Wall Street Journal
You might have heard: Google AMP launched in February with the goal of speeding up the mobile web
But did you know: After launching Accelerated Mobile Pages earlier this year, Google is now going to use the same technology to speed up mobile ads. Called AMP for Ads, Google will release a set of guidelines and code that advertisers and ad agencies can use to create faster mobile ads. Similarly to the original AMP project, AMP for ads will be open source, so companies can learn from each other. Google says that AMP pages load four times faster and use 10 times less data than non-AMP pages, but mobile ads haven’t kept up with the improvements.
+ Google says AMP helped The Washington Post increase returning users from mobile search by 23 percent (Accelerated Mobile Pages Project)