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.
AMP improves the user experience by implementing four simple principles:
- Content First – AMP loads the ads only after the essential content. This way, contextual ads will not be shown until the user is already engaged with the website.
- Containment – AMP manages page layout, ensuring that advertising space is defined early on in the loading process. This prevents the page from jumping around as ads begin to load.
- Intervention – AMP delays advertisement timers used for video and animation until the ad is in the user’s view. This prevents ads that are not yet visible from slowing down the rest of the page. Additionally, this means that videos will not begin to play until the user can see them, giving the advertiser a better chance of appealing to the viewer.
AMP for Ads integrates all of these principles with a few tweaks. When an ad is requested, the auctioning system to determine which ad is displayed can take quite some time to complete. With AMP, ad requests are sent early on in the loading process. By the time the website content is displayed and the mobile device requests the ad, Google has already selected the data and compressed it for transfer.
For advertisers, this move is essential to maximize revenue per view. Under the current system, even animations or videos that are poorly displayed count toward your CPM. By optimizing the way that pages are displayed, advertisers can increase their CTR by ensuring that their offers are displayed in the manner they had intended.
[Photo by Justin Sullivan/Getty Images]