Proyek AMP mengumumkan inisiatif sumber terbuka AMP for Ads pada bulan Juli untuk mengatasi masalah ini dan memastikan pengguna mendapatkan pengalaman web terbarik dalam hal materi maupun iklan. Tujuan inisiatif ini adalah memperbaiki dasar periklanan digital di web, menerapkan prinsip-prinsip AMP untuk iklan dan membuat iklan lebih cepat, indah dan aman.
Sejak diumumkan, AMP Ads telah mencapai banyak momentum penting. Para publishers di seluruh dunia seperti The Washington Post, The Guardian, dan USAToday telah menguji AMP Ads melalui DoubleClick for Publishers.
Hari ini, kami menyampaikan kabar pencapaian penting dari kemajuan inisiatif tersebut.
TripleLift menambah kecepatan pada iklan artikel dengan AMP Ads
Platform iklan artikel TripleLift sekarang menyediakan AMP Ads untuk penayang dan pengiklan yang menggunakan layanan mereka. Time Inc menjadi mitra penayang pertama mereka yang mencoba AMP Ads.
VP of Digital Revenue Strategy and Operations Times Inc, Kavata Mbondo mengatakan, "Iklan AMP merupakan kesempatan untuk memperbaiki berbagai masalah penting terkait pengalaman iklan di web. Dalam percobaan kami menggunakan TripleLift, iklan AMP sudah lebih mudah dilihat, naik 13% dari iklan standar di laman AMP. Kami juga telah melihat peningkatan yang sama dalam CTR dan eCPM.”
TripleLift juga menemukan bahwa iklan AMP dimuat 6x lebih cepat dan 3x lebih ringan dari iklan standar yang setara.
Direktur TripleLift, Shaun Zacharia mengatakan, “Sebagai platform iklan artikel, kami ingin menghadirkan iklan secara mulus di laman penayangan iklan. Sekarang dengan AMP for Ads, kami bisa mewujudkan visi tersebut sekaligus memastikan bahwa kami memberikan kinerja iklan yang lebih sesuai dengan harapan mitra kami.”
Cloudflare sekarang menyediakan layanan verifikasi iklan untuk Iklan AMP
Tidak seperti iklan standar, iklan AMP harus diverifikasi oleh layanan pemberi izin resmi sebelum disajikan di sebuah halaman. Hal ini penting untuk memastikan pengalaman pengguna yang cepat dan aman. Iklan berizin memungkinkan AMP percaya bahwa iklan itu dibuat sebagaimana mestinya dalam format AMP. Hal ini memungkinkan AMP untuk mengoordinasikan pengalaman iklan bersama komponen lain pada laman tersebut, demi pengalaman iklan yang cepat dan andal.
Cloudflare, sebuah perusahaan penguji kinerja dan keamanan terkemuka, hari ini mengumumkan layanan verifikasi dan optimalisasi iklan AMP, Firebolt, yang meningkatkan pengalaman iklan untuk setiap jaringan atau penayang iklan pihak ketiga. Dengan memanfaatkan cache AMP Cloudflare, Firebolt membantu menyajikan iklan lebih cepat, aman, dan efisien.
Kolaborasi dengan komunitas teknologi iklan yang lebih luas ini merupakan bukti nyata sifat sumber terbuka dari Proyek AMP.
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Salah satu prinsip utama Iklan AMP adalah memastikan bahwa selain menciptakan pengalaman pengguna yang lebih baik, iklan ini tidak menghambat kreativitas pengiklan dan publisher. Seperti yang bisa Anda lihat dari demo percobaan awal USA Today, Anda dapat menampilkan iklan AMP dengan menggunakan format iklan yang benar-benar kreatif. Yang paling penting, semakin banyak fungsi kreatif yang ditambahkan oleh komunitas developer sumber terbuka dari waktu ke waktu.
Dan bukan itu saja. Kami juga bekerja sama dengan agencies dan buying platform untuk memastikan mereka memiliki tools yang mereka butuhkan dalam membangun dan menyajikan materi iklan AMP yang cepat ini. Tim periklanan di Google juga terus mencari cara agar mereka bisa mengonversi iklan secara otomatis menjadi materi AMP sehingga pengiklan bisa mendapatkan kinerja pemasaran yang lebih baik dari pengalaman iklan yang lebih cepat dan lebih baik.
Ini adalah awal sebuah perjalanan yang menyenangkan tapi masih banyak pekerjaan menanti dan kita perlu bekerja sama guna memastikan bahwa iklan tetap menjadi sumber kehidupan di internet. Libatkan diri Anda, bergabunglah dengan inisiatif AMP for Ads, sampaikan gagasan Anda dan ikut sertalah dalam ekosistem iklan baru yang cepat, indah dan terbuka.
Ditulis oleh Richard Gingras, VP – News, Google
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