AMP is an open framework for creating articles that load more quickly, particularly on mobile. (They also can be sped up by loading from Google’s cache.) At the time the program was announced, Google said it would allow publishers to run ads on their AMP-formatted articles, just like any other articles, and it’s already added support for more ad types.
Today, the company unveiled an AMP for Ads program, which allows marketers to create similarly optimized ads, presumably to run alongside those fast-loading articles. As Paul Muret, Google’s vice president of display, video and analytics put it in a blog post: