Google updates Accelerated Mobile Pages project

Introduced two years ago as an open standard for any publisher to have pages load quickly on mobile devices, the Accelerated Mobile Pages (AMP) project by Google has been updated for Q4 2017 and also comes with a product roadmap.

The updates include scrolling animation, fluid advertising support, support for video analytics and features to improve ad targeting.

As reported yesterday, Google scrapped First Click Free (FCF) this week as part of its improvements around paywall and subscription support, which will now enable single-click signups on the publisher sites for users of Android devices and Google services.

Google's plans for Q4 2017 also include support for page trafficking on DoubleClick for Publishers and enabling deeper integration of ads with AMP-format landing pages. Publishers will be able to request ads when the ad size is unknown, in a feature referred to as "fluid advertising support" for publishers.

The new updates benefit marketers, offering them engagement data in AMP analytics on video, coinciding with Google's launch of new triggers and variables on video. Marketers will be able to access documentation that helps them understand which triggers worked and which didn't after a user chooses the "play" option or experiences the ad on autoplay.

In a post, Lisa Wang, the product manager for the AMP project at Google, explains that video player vendors can integrate these additional support introductions using the video interface.

As users migrate between pages supported by the AMP and those unsupported, a native video analytics support will be able to recognize client IDs with ease, saving marketers the trouble of counting impressions and views as duplicates.