Google wants to help publishers improve ad viewability with its Accelerated Mobile Pages

Gingras: “AMP has a strong opportunity to affect a site’s average viewability metrics”

Google says it wants to help publishers tackle ad viewability, claiming its new mobile offering will improve a website’s viewability metrics.

Accelerated Mobile Pages (AMP), which was first announced last October, will allow local publishers, including Ninemsn and Fairfax Media, to cache content on Google’s servers, which means users around the world should see pages upload to their devices almost instantly.

Speaking with Mumbrella, Google head of news, Richard Gingras, said: “The primary objective is how do we make sure the internet evolves and that it continues to be as compelling and as relevant as we’d all like it to be, particularly in an environment where proprietary platforms, social networking platforms and messaging platforms are obviously taking some degree of mindshare from users.”