As Google continually looks for ways to reduce the appeal of ad-blocking software, their new advertising system shows promise. They claim they are now testing a new system that will make advertisements load in a third of the time, reducing battery drain and increasing the number of ads viewed.
Their new system, dubbed A4A or Amp for Ads, is able to load a page in 50 seconds that would have taken over three minutes under their current system. Amp for Ads applies to all banners and animations displayed through the Google Display Network. At this time, there is no system in place to improve the load times of pre-roll YouTube clips or search result links.