Facebook launched its fast-loading Instant Articles format in the spring of 2015, and Google followed with its version, Accelerated Mobile Pages, in early 2016. Both were an attempt to make webpages load faster. But while Instant Articles’ use has stagnated, AMP has only grown in importance to publishers.
Google launched the open-source AMP with news publishers, giving them a stripped-down way to formulate their pages so they’d load lightning fast and help them get surfaced in Google search results. Since then, AMP has been extended to all publishers. Their AMP pages now power other parts of Google’s ecosystem, including its mobile news app Newsstand and content suggestions in Google Chrome. Helped by Google’s lobbying power, AMP has been adopted by Reddit, Twitter, LinkedIn and even Flipboard.
Instant Articles, meanwhile, has fallen out of the conversation as Facebook increasingly prioritizes video over text articles in its news feed. Several prominent publishers, including The New York Times and the Guardian, have stopped using Instant Articles altogether.
Read More: https://digiday.com/media/how-google-amp-won-over-facebook/
AMP is a way to build web pages for static content that render fast. AMP in action consists of three different parts:
Filed under Google, Mobile
Microsoft Bing has rolled out support for Google’s Accelerated Mobile Pages (AMP) in its search app to gain speed on page load times for mobile on devices running iOS and Android.
As the pages load, the Bing App detects in the background whether the news articles have corresponding AMP pages associated with them. Bing will give preference to downloading the AMP page from serversclosest to the end user, preferably via an AMP cache for a faster experience. When an AMP page isn’t detected by Bing’s technology the non-AMP page will serve up to the individual.
“AMP does not impact our ranking algorithms in any way,” Marcelo De Barros, group engineering manager in charge of the AMP integration at Bing, wrote in a blog post. “Users will be able to detect the articlesthat have corresponding AMP pages whenever they see the AMP icon in our iOS app.
“De Barros wrote that Bing began experimenting with AMP in the app last May. Since then the group notices thatAMP pages load 80% faster than non-AMP pages.
Google says during the fourth quarter in 2016 and the first quarter of 2017 it will work on providing offline and geo-variation support, and moreassistance on validation, conditional behaviors, and grouping, as well as providing greater interactivity support by introducing a mechanism to bind element behavior to user actions.
Source: Bing Admits
Ad blocking is bad enough, but we live in a world going mobile — as The Who once put it — at a very rapid pace. And, with Apple building a form of ad limitation into itslatest mobile operating system, watch out, ad tech.
In a piece in AdExchanger on Sept. 7, attorney Alan Chapell notes that significant changes to iOS10 are “likely tocause harm to legitimately recognized advertising models.” In an email interview, Chapell tells Programmatic Insider that Apple is making the changes in the name of user privacy.
“In iOS9, Apple passes a signal for users that enable [Limit Ad Tracking] that tells the marketplace not to conduct interest-based advertising for that user. As noted by the Futureof Privacy Forum: Apple specifically permitted companies to continue to use the ID for certain limited other uses when Limit Ad Tracking was enabled, ‘including frequency capping, attribution,conversion events, estimating the number of unique users, advertising fraud detection, and debugging’ (iOS Developer Library).
In iOS10, Apple will stop sending out the DoNot Track flag for users who enact LAT, Chapell writes. And, as noted by the Future of Privacy Forum: “Beginning in iOS 10, when a user enables “Limit Ad Tracking,” the OS will sendalong the advertising identifier with a new value of ‘00000000-0000-0000-0000-000000000000.’ This will more effectively ensure that users are no longer targeted or tracked by many adnetworks across sites or over time. But it will also prevent the previously permitted ‘frequency capping, attribution, conversion events, estimating the number of unique users, advertising frauddetection, and debugging’ uses of this ID.”
“Generally speaking,” Chapell adds, “advertisers are less willing and able to advertise to users insituations where the aforementioned tools are not available to those advertisers. In other words, Apple has changed the functionality of the Identifier for Advertising [IDFA] in iOS10 in ways thatbreaks advertising models which are generally recognized as legitimate.”
Source: Ad Lim