Cross-posted from The Official Google Blog

Smartphones and tablets have revolutionized the way we access information, and today people consume a tremendous amount of news on their phones. Publishers around the world use the mobile web to reach these readers, but the experience can often leave a lot to be desired. Every time a webpage takes too long to load, they lose a reader—and the opportunity to earn revenue through advertising or subscriptions. That's because advertisers on these websites have a hard time getting consumers to pay attention to their ads when the pages load so slowly that people abandon them entirely.

Today, after discussions with publishers and technology companies around the world, we’re announcing a new open source initiative called Accelerated Mobile Pages, which aims to dramatically improve the performance of the mobile web. We want webpages with rich content like video, animations and graphics to work alongside smart ads, and to load instantaneously. We also want the same code to work across multiple platforms and devices so that content can appear everywhere in an instant—no matter what type of phone, tablet or mobile device you’re using.

The project relies on AMP HTML, a new open framework built entirely out of existing web technologies, which allows websites to build light-weight webpages. To give you a sense of what a faster mobile web might look like, we’ve developed this demo on Google Search:

Over time we anticipate that other Google products such as Google News will also integrate AMP HTML pages. And today we’re announcing that nearly 30 publishers from around the world are taking part too.

This is the start of an exciting collaboration with publishers and technology companies, who have all come together to make the mobile web work better for everyone. Twitter, Pinterest,, Chartbeat, and LinkedIn are among the first group of technology partners planning to integrate AMP HTML pages.

In the coming months we’ll work with other participants in the project to build more features and functionality focused on some key areas:

  • Content: Publishers increasingly rely on rich content like image carousels, maps, social plug-ins, data visualizations, and videos to make their stories more interactive and stand out. They also need to implement ads and analytics in order to monetize the content and to understand what their readers like and dislike. The Accelerated Mobile Pages Project provides an open source approach, allowing publishers to focus on producing great content, while relying on the shared components for high performance and great user experience. The initial technical specification—developed with input and code from our partners in the publishing and technology sectors—is being released today on GitHub.
  • Distribution: Publishers want people to enjoy the great journalism they create anywhere and everywhere, so stories or content produced in Spain can be served in an instant across the globe in, say, Chile. That means distribution across all kinds of devices and platforms is crucial. So, as part of this effort, we’ve designed a new approach to caching that allows the publisher to continue to host their content while allowing for efficient distribution through Google's high performance global cache. We intend to open our cache servers to be used by anyone free of charge.
  • Advertising: Ads help fund free services and content on the web. With Accelerated Mobile Pages, we want to support a comprehensive range of ad formats, ad networks and technologies. Any sites using AMP HTML will retain their choice of ad networks, as well as any formats that don’t detract from the user experience. It’s also a core goal of the project to support subscriptions and paywalls. We’ll work with publishers and those in the industry to help define the parameters of an ad experience that still provides the speed we’re striving for with AMP.

We hope the open nature of Accelerated Mobile Pages will protect the free flow of information by ensuring the mobile web works better and faster for everyone, everywhere.

Posted by David Besbris
Vice President Engineering, Search


Today we’re excited to launch our new Certified Publishing Partner program.

Certified Publishing Partners are trained experts on AdSense, DoubleClick for Publishers, and DoubleClick Ad Exchange who could help you earn more from your sites while also saving you time. Whether you’re just starting out with ads, fine-tuning your existing ad setup or looking for brand new revenue sources, Certified Publishing Partners are ready to help you achieve your goals. They know how to make online ads work harder for you so you can spend more time creating and publishing your great content.

Get superior account management

Certified Publishing Partners are experts at account management services such as:

  • Full-service ad operations, implementation and testing
  • Mobile, web, app and responsive design and development
  • Content moderation
  • Video integration
  • Monetization
  • Ad customization
  • Feel confident

    When you see the Certified Publishing Partner badge it means that a partner has been carefully vetted and meets Google's rigorous qualification standards. They have received high rankings in client satisfaction. They are, in short, a trusted business partner.

    The Certified Partner Program is officially open for business today. Learn more about the program and see a list of our partners. Then let us know what you think in the comments section below.

    Posted by Sahar Golestani
    SMB Publishing Marketing Manager


    Over the years, we’ve found that maximizing competition for every impression produces the best results for you. That’s why we’ve developed new Custom and Flexible Ad Size controls in DoubleClick Ad Exchange to bring you even more competition for every impression so you can sell any ad size programmatically.

    Maximum demand for all ad sizes

    Region-specific ad sizes have always been difficult to monetize programmatically because they typically do not match IAB standard ad sizes. Now with Custom Size controls on DoubleClick Ad Exchange publishers can easily create and sell ads of any size programmatically. For example, in Northern Europe where the 800x250 ad size is popular, publishers can now benefit from the programmatic demand of Ad Exchange with all the controls and reporting they’re familiar with.

    In addition to making it easier to implement Custom Sizes, we’re making it possible to increase the demand available to every ad with Flexible Size controls. Publishers can now allow any ad slot to accept bids from multiple ad creative sizes. For example, a custom size slot like 320x300 can now be filled with popular sizes like 300x250 and 250x250 in addition to exact 320x300 matches. Flexible Ad Sizes is now live on all ad slots for publishers globally and publishers can control the range of sizes their slots accept with the Flexible Size rule type.

    With Custom and Flexible Ad Size controls publishers globally can sell ads of any size and maximize yield for them with programmatic demand. During testing, we observed a revenue increase across all Ad Exchange inventory with some publishers seeing CPM gains as high as 30% for affected ad slots.

    "Custom Ad Sizes has enabled us to move the bulk of our programmatic deal making to DoubleClick Ad Exchange, which has simplified things a lot. The Finnish market is very much dominated by market-specific ad sizes, especially 980x400 and 300x300."
    Ville Holopainen, Sr. Operations and Development Manager, Fonecta

    Posted by Zutao Zhu
    Software Engineer, DoubleClick


    Since its launch in 2008, HTML5 has quickly gained widespread adoption and is now becoming the standard for developing digital creatives. The advertising industry is responding, and increasing numbers of advertisers and agencies are building HTML5 creatives.

    If you’re a publisher, this means you’ll want to make your site HTML5-ready and help advertisers get up to speed on developing these new creatives. We know the transition from Flash to HTML5 will require some short-term work on your part, but we’re here to help you and advertisers with the process.

    What’s so great about HTML5?

    HTML5 has seen high adoption rates for a number of reasons.

    One key to its popularity is that HTML5 offers strong cross-device support—the language works well on a variety of browsers and mobile devices. This is hugely important now that more people are searching on mobile devices than on desktops.

    HTML5 also plays higher-quality video faster—with an average bandwidth reduction of 35 percent. YouTube notably began defaulting users to its HTML5 player this January.

    Browsers have taken note of HTML5’s speed and other benefits and have begun introducing power-saving plugins and reducing support for Flash. To increase page-load times, Chrome recently began auto-pausing Flash content that is not a primary part of a page. Safari had already done this and Firefox blocked Flash from auto-loading in July.

    Getting ready for HTML5

    With the web moving quickly in the direction of HTML5, here some steps that you, as a publisher, can take to prepare for this transition:

    1. Update your creative specifications: Explicitly include HTML5 as a supported technology and increase associated file-size limits to support large HTML5 creatives.
    2. Educate advertisers: Share the benefits of HTML5 and provide HTML5 creative specifications to your advertisers so they can build creatives that work on your site.
    3. Train your teams: Educate your team about HTML creative specifications and let them know what to do when they receive HTML5 ads from advertisers.
    4. Assist advertisers: Share free HTML5 ad conversion and creation tools with advertisers to ease their transition to HTML5.

    All of this and is covered in our new guide to help publishers move to HTML5. If you’re looking for more information as you’re transitioning to HTML5, check out the HTML5 resources and HTML5 Toolkit on the Rich Media Gallery.

    Also, our Doubleclick Rich Media team is kicking off an HTML5 Hangout series, where over five weeks we’ll set aside an hour to explore topics ranging from how to QA HTML5 ads to building dynamic creative (See the complete Hangout schedule). The first hangout is on September 10th (3pm - 4pm EST) and will introduce you to HTML5 development tools and best practices. Register here.

    We know that change can be hard, so we want to make your move to the future of digital advertising a bit easier.

    Posted by Alex Shellhammer
    Product Marketing Manager, DoubleClick

    Nearly 60% of smartphone users expect their favorite apps to look visually appealing1. We’ve always believed that in-app ads can enhance an app’s overall experience by being well designed. So today we’re announcing a completely new look for our interstitial in-app ad formats - also known as full-screen ads - that run on apps in the AdMob network and DoubleClick Ad Exchange.

    Inspired by Material Design, the new app install interstitial comes with a beautiful cover photo, a round install button, and matching color schemes. Technology called “color extraction” makes the ads more consistent with the brand's look and feel -- we extract a dominant color either from the cover photo or app icon and apply it to the footer and install button. We found that having a greater variety of designs and colors can improve conversion rate.

    Other features include the app’s rating, and a screenshot gallery which appears when a user taps ‘More images’, so users can learn more about the app without leaving the ad.

    The previous design for our app install ads on the left, and our new version on the right.

    Different examples of color matching.

    Our app install formats have driven more than a billion downloads across Android and iOS. You can use these new designs automatically when you run a mobile app install campaign on the AdMob network in AdWords. That’s right, no extra work required!

    Next, our new text-based ads are easier to read, and contain a larger headline and a round call-to-action button that clicks through to a website.

    On the left, the previous text ad interstitial design, and the new version on the right.

    As with other ad format innovations, our ads UI team test multiple designs - ten in this case over the course of a year - to find final versions that increase clicks and conversions for advertisers, and a positive experience for users. Both app install and text ad formats appear within the app and can be closed easily, so users can return to what they were doing with a single tap.

    As we announced at Google I/O this year, the volume of interstitial impressions has more than doubled across AdMob since last July, so now’s a great time to get your business in front of more app users.

    If you’re a developer looking to learn more about earning with in-app interstitial ads in your app, visit AdMob now. These new designs will also be available to developers monetizing their apps with DoubleClick Ad Exchange.

    Posted by Pasha Nahass
    Product Manager

    1. Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps, Google & Ipsos Media CT, May 2015