Google test surfaces user data for publishers as part of new Insights Engine Project

Google is laying the groundwork for turning the love-hate relationship many publishers have with the company into a love-love relationship. In an event for publishers hosted at the Google offices in Chicago Tuesday, executives laid out several new initiatives aimed at extending a helping hand to publishers across multiple aspects of their businesses.
“This is not some secret disintermediation strategy,” said Phillip Schindler, SVP & chief business officer, at the outset of the event. ‎”We are all in this together … and we are all invested in seeing you succeed.”
Among the announcements was the launch of a new effort to share user data with publishers and introduce more machine learning into Google’s publisher products.
Insights Engine Project
Jonathan Bellack, director of product management, introduced a new effort called the Insights Engine Project.
Great user experiences today means mobile. And increasingly, mobile advertising means native advertising.Jonathan Bellack, Google director of product management
The new Insights Engine Project “is not one thing,” Bellack explained, but an

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Google announces AMP speed and viewability enhancements for ads

Yesterday, Google’s AMP (Accelerated Mobile Pages) group announced enhancements to ads served in AMP. Specifically, the project has entered phase two of its three-phase plan for supporting comprehensive advertising functionality in AMP.
While phase one focused on basic support for ads within AMP, phase two focuses on speeding up AMP ad rendering, utilizing what they call “Fast Fetch” — separating the ad request from the ad rendering. Fast Fetch — vs. their previous method, “Delayed Fetch” — allows the ad request to happen while the page content is being rendered, and then only renders the ad before the ad slot is in view for the user.

From their announcement:

With Fast Fetch, ads are requested much earlier in the lifecycle of the page, allowing page rendering and creative selection in the ad server to happen in parallel. Fast Fetch is 850ms faster at the 50th percentile and 2.7s faster at the 90th percentile as compared to Delayed Fetch.

Ads

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