Google unveils AMP for Ads, native ads on DBM, and outstream video on DFP

Google today (19 July) unveiled a number of updates to its Accelerated Mobile Pages (AMP) in a bid to help publishers participating in the project monetise, including AMP for Ads. Also included in the slew of announcements was the availability of native ad units on DoubleClick Bid Manager (DBM), plus outstream video DoubleClick for Publishers (DFP).

AMP updates

In addition to AMP for Ads, the industry’s leading digital advertising company also announced of AMP for Landing Pages to better ensure AMP participants can better monetise (an element of the project that has proven difficult for publishers thus far), and that advertisers booking such ad units can provide a more seamless experience for mobile users.

The introduction of AMP for Landing Pages helps ensure a more seamless process for consumers, as they can switch between the advertiser’s site, and the original publisher page where they first saw the ad using integrated software, according to Google.

Native ads now available via DBM

In addition, Google also announced the launch of programmatic native ads on DoubleClick Bid Manager (DBM) meaning which will let advertisers better integrate their ads into the mobile viewing experience.

Muret went on further to announce the expansion of DoubleClick Native for Publishers will include all app and web content, as well as all deal types (i.e. programmatic, and direct reservations, or insertion orders, a.k.a. I/O’s).

Explaining the programmatic native ad units now available via DBM, he added: “Instead of delivering arbitrary rectangle all over the page, now advertisers can create an asset bundle with headlines and images and colors that are then dynamically fitted to the form and function of the page it sits on.”

He later added: “The combination of the two things means that we have full coverage of the native shift, and

Outstream video

Meanwhile, he also took the presentation to announce the availability of outstream video ad units on DFP, meaning advertisers can buy video ads on traditional publisher sites, and that those publishers using DFP to help monetize, can tap into traditional TV budgets.

Speaking at the DoubleClick Leadership Summit hosted today (July 19) Paul Muret, Google’s VP of display, video analytics, introduced the latest initiatives, and said: “If ads are not integrated well it can lead to ad blindness, or worse annoyance, and ad blocking. As an industry we need to come together and come up with a better experience.”

Mobile demands that we take a different look at everything … our expectations for what you can get done in the moment can be done have raised exponentially, although 77 per cent of publishers’ page load times are over 10 seconds, added Muret, citing research by the web giant.

“Our expectation, and sensitivity to speed have gone up have gone up, but the average publisher page load time on mobile is 19 seconds,” he told attendees, announcing the updates to AMP, adding that over 145 million pages have thus far been created since the initial launch in October last year.

“Publishers that deliver this content in five seconds or less earn twice as much, as those at the average point,” he revealed.

Google is working on building in Virtual and Augmented Reality into its advertising offering

Meanwhile, he further added: “We’re not stopping there, obviously virtual reality and augmented reality are here, and coming, and rest assured we’re going to be your partner into helping you deliver those experiences as we deliver them into our advertising systems.”

He went on to give a glimpse into this future with some examples of its 360 YouTube ad experiences from brands including Hyundai, with Time Warner Inc CMO Kristen O’Hara, also on hand to show its was looking to use the Google ad stack to future-proof its marketing plans.

See the embedded video for the full presentation

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Ronan Shields

I'm the digital editor at The Drum, and cover adtech and martech. Prefer news and analysis, over opinion pieces. Current fascination(s) are blockchain and media futures trading; also curious about transhumanism on a personal basis. NYC-based, but really London Irish.

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