Programmatic ad marketplace, OpenX, has announced certification as an Accelerated Mobile Pages (AMP) Project partner. Publishers who use OpenX Bidder, OpenX Ad Exchange, OpenX SSP or OpenX Ad Server will be able to provide a faster mobile web experience to the end consumer.
OpenX now supports AMP
Miki Rapoport, Director of product, OpenX, says:
“We were among the first ad exchanges to support the Google initiative to improve consumer experience on mobile web because we recognized the frustrations consumers experience with delays on mobile web. With AMP, OpenX publishers receive the near instantaneous speed for mobile web page performance that consumers desire along with the sustained revenue lifts specific to the monetization technology at the core of all our products and capabilities.”
AMP is based on HTML5 and loads mobile web pages much faster. Integration is simple on OpenX Bidder and OpenX Ad Server using the OpenX’s AMP Adapter.
For those accessing the company’s Ad Exchange via Google’s DFP ad server, Exchange Tags will work straight out of the box.
Matt Wheatland, Director of programmatic US, DailyMail.com, says:
“Now that OpenX is an AMP certified partner we look forward to providing the highest performing pages on mobile web while maximizing yield with OpenX Bidder.”