Google Looks to Amp Up Mobile Ads

AMP for Ads is essentially the advertising counterpart to Google AMP--the Accelerated Mobile Pages Project, which is Google’s initiative aimed at speeding up the loading of publishers’ content on mobile devices.

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So far, Google says its research shows that AMP Web pages load four times faster and use 10 times less data than non-AMP pages.

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Google says that based on its research, mobile ads take a whopping 19 seconds to fully render, on average.

Some of this slowness is driven by device limitations and bandwidth. But often, mobile ads are loaded with flashy visuals or multiple tracking mechanisms that slow things down.
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But there may be compromises. For starters, AMP for Ads isn’t built for video--yet. And Mr. Taylor acknowledged that in this early stage, Google had yet to figure out how the AMP for Ads standards might impact advertisers’ use of various third party tracking devices and services, such as the vendors many brands employ to track things like ad viewability and suspect traffic. 
http://www.wsj.com/articles/google-looks-to-amp-up-mobile-ads-1468943100