What has affected the efficacy of mobile advertising in recent years? In addition to other factors, load times and speed have emerged as decisive factors in the future of the mobile web as a publishing and advertising platform.
Nativo, a leading native advertising technology company, knows this territory well. The company works with Accelerated Mobile Pages (AMP), Google’s major open-source initiative designed to ensure a better, faster mobile web experience.
While Google has worked to clean up slow-to-load mobile pages (often bogged down by third party code and heavy ad technology), Nativo has worked closely with Relay Media, a digital platform designed specifically to optimize AMP for publishers and to refine ad technology for the new accelerated format.
The result of this collaboration? Publishers can now monetize with native ads on AMP-enabled pages.
“Google AMP has made great progress in aligning the interests of publishers, advertisers, and users in the rapidly-growing mobile ecosystem,” reads a statement emailed to MAW. “Faster mobile pages will stem the the adoption of ad blockers on mobile devices, while greatly improving the viewability and click-through-rate on mobile ads when compared to non-AMP sites.”
Since Google launched AMP in February 2016, both publishers and advertisers have been working to adapt their mobile strategies to the new standard.
“Publishers are discovering that AMP revenue optimization is a process, not a checkbox — and we see it as priority number one,” said Barb Palser, the Chief Product Officer at Relay Media. “We’re collaborating with quality publishers and forward-thinking revenue platforms like Nativo to build a robust AMP revenue strategy and realize the potential of the format.”
Chris Rooke, Nativo’s Chief Strategy Officer, agrees.
“Nativo delivers engaging, non-interruptive messages to consumers on quality publisher websites — with emphasis on viewability and performance measurement, and AMP is perfectly aligned with these principles,” Rooke tells us.