It's been true for some time that Alphabet/Google (
Between them, those three facts bode well for Google and Facebook's efforts to directly host and (in many cases) run ads against content from third-party web publishers. And though many publishers still have their misgivings, more and more are getting drawn into the vortex.
Last week, Adobe's (
AMP's traffic share may have gotten a fresh boost in January, when Google
AMP, launched by Google in late 2015, provides a set of guidelines that allow publishers to create mobile web pages that load much faster than standard pages. While publishers can technically host AMP pages on their own, only versions cached by Google on its own servers will appear in prioritized listings on Google Search and Google News. Publishers can sell ads on AMP pages via Google's DoubleClick Ad Exchange, as well as through third-party ad tech platforms.