By having ads on the web, your content can be easily seen. This is what Google is aiming by leveraging how it serves Accelerated Mobile Pages (AMP). The search giant has partnered with CloudFlare and TripleLift to deliver instant loading ads on AMP pages.
Google's decision to partner with CloudFlare was based on its concern to rid the web of ads that contain malware. CloudFlare that provides performance and security to clients, also has a tool called Firebolt which is an ad verification and optimization service.
"We really got pulled into this space because we desperately care about encrypting everything on the web," said CloudFlare's CEO Matthew Prince. "Ad networks have little control over serving malware and we turned to encryption to help solve that problem."
The decision to partner with TripleLift was because the company had success in delivering AMP ads. The company said that its research can make AMP ads to load about six times faster than regular pages and are three times lighter.
Some publishers that use TripleLift's ad network, such as Time Inc.'s website, saw faster loading ads, increasing their ads impression, CTRs and eCPMs, to about 13 percent
By pairing CloudFlare's technology with TripleLift's ad network, Google aims to bring AMP for Ads which can speed ads loading time to about three times faster. What this means, the partnership aims to make ads to show as fast as AMP pages, but in a more secured way.
Putting more emphasis to how fast it can deliver ads, Google is also paying more attention to websites using AMP. The company has its News section for mobile users to show more AMP pages than before.
Previously, AMP contents on Google News accounted to about 30 percent of the news search result. As the search giant ramps up AMP, people are seeing more than double.
According to RankRanger, a toolset that tracks the Google results, U.S.-based mobile users saw an increase to about 70 percent of news delivered by AMP-enabled pages on January 29th, 2017. Comparing it with January 25th, RankRanger reported news on Google using AMP were only about 30 percent.
The idea behind AMP was to speed up web browsing experience for mobile users. However, some of Google's ads tend to show a bit slower than AMP pages. By partnering with CloudFlare and TripleLift, Google wants to make ads to load fast again.