“Google now sees more people searching the Web on smartphones than on desktops and laptops. That poses a problem for the Alphabet company, since mobile advertisements generally garner lower prices than their desktop equivalents,” Adam Levy writes for The Motley Fool. “At the same time, Google is under pressure from mobile ad blockers and new publishing formats from Apple and Facebook.”

“Google’s plan to increase mobile ad revenue includes speeding up the Web, so that more of its ads get displayed. The company announced Accelerated Mobile Pages, or AMP, earlier this month, and it has the potential to revolutionize the Internet,” Levy writes. “AMP allows Web publishers to tap into a shared library of code, saving browsers megabytes’ worth of HTML and Javascript code that are commonly featured on each individual Web page. It also enables smart caching to support faster load times. The result is a page that usually takes 6 seconds to load will take less than half a second to load when reworked with AMP.”

“Meanwhile, Apple released Apple News with the latest iteration of iOS. Apple is continuing the shift of news consumption from the Web to mobile apps. In-app content is immune to ad blockers that Apple started to allow in the App Store with the new iOS. It’s also locked ad serving to the app creator — Apple News publishers must use iAd,” Levy writes. “Google has a strong interest in keeping the Web relatively open. Google Web crawlers can’t read what’s behind Facebook’s and Apple’s walled gardens, so having more content published on those platforms means less content for Google to link to in its search results. Additionally, Google can’t make any money off publishers on those publishers because, as mentioned, Facebook and Apple don’t support third-party ad platforms.”

Read more in the full article here.

MacDailyNews Take: After years of stagnation and ever-more-awful ad networks, ’tis very interesting times indeed for online publishers, visitors, advertisers, app makers, and advertising entities like Google, Apple’s iAd, Facebook, etc.

SEE ALSO:
Google’s new Accelerated Mobile Pages meant to keep users in Web browsers and out of dedicated apps
Following Apple News, Google preps Accelerated Mobile Pages – October 7, 2015
Apple News is fast, responsive, enjoyable, and it might become your only news app – July 15, 2015
Apple News shows that Apple wants to bolster and profit from ads, not eliminate them – July 10, 2015
Apple News to have human curation – and that raises issues – June 15, 2015
How Apple’s mobile ad-blocker could backfire on the company and iPhone, iPad users – June 12, 2015
Hats off to Web advertising – no, really – July 6, 2015
Apple’s support of mobile ad blocking may upend how the web works – June 12, 2015