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AP Photo/Marcio Jose Sanchez, File

Google announced at its Marketing Next Conference in San Francisco today that the speed of AMP (Accelerated Mobile Pages — the mobile articles you see on your phone carousel at the top of Google search) is being applied to search & display ads.

Why it matters: Google made news articles super fast to load through its AMP project last year because attention span on mobile is particularly short. Now, they're finding that the same technology needs to be applied to ads in order to retain user attention for their advertising partners. Per Google, 53% of people abandon pages if they take longer than three seconds to load and for marketers, a one-second delay on page load can decrease sales conversions up to 20%.

The updates:

  • Google will start automatically converting display ads to AMP Ads, where ads will load up to 5 seconds faster on websites in the Google Display Network
  • People clicking on search ads will get advertiser pages in the blink of an eye in a new AdWords beta supporting AMP landing pages

If you're a publisher, here's how it works: The advertiser marks their landing page for Google. If they're in the Google Display Network, Google will put it in a faster cache that the user sees. It's an extra step on the publisher's end, but according to Google's Jerry Dischler, Vice President Product Management, to a group of reporters Tuesday:

It seems like, with the early testers of it, it's worth the trade-off.

Go deeper

Caitlin Owens, author of Vitals
3 hours ago - Health

Biden taps ex-FDA chief to lead Operation Warp Speed amid rollout of COVID plan

Photo: Alex Wong/Getty Images

President-elect Joe Biden has picked former FDA chief David Kessler to lead Operation Warp Speed, a day after unveiling a nearly $2 trillion pandemic relief plan that includes $400 billion for directly combatting the virus.

Why it matters: Biden's transition team said Kessler has been advising the president-elect since the beginning of the pandemic, and hopes his involvement will help accelerate vaccination, the New York Times reports. Operation Warp Speed's current director, Moncef Slaoui, will stay on as a consultant.

The case of the missing relief money

Illustration: Sarah Grillo/Axios

A chunk of stimulus payments is missing in action, thanks to a mix up that put as many as 13 million checks into invalid bank accounts.

Why it matters: The IRS (by law) was supposed to get all payments out by Friday. Now the onus could shift to Americans to claim the money on their tax refund — further delaying relief to struggling, lower-income Americans.

The post-Trump GOP, gutted

McConnell (L), McCarthy (R) and Trump. Photo: Erin Schaff-Pool/Getty Images

Republicans will emerge from the Trump era gutted financially, institutionally and structurally.

The big picture: The losses are stark and substantial.