Rubicon Project Rolls Google AMP Compliant Ad Software

Los Angeles-based Rubicon Project is making it easier for publishers to publish Google AMP compliant webpages, saying its FastLane header bidding solution is now accepted by Google for its mobile web project. Google AMP is a strict set of guidelines, issued by Google, which optimizes web pages for mobile browsing. One of the requirements of Google AMP, which is a major barrier for publishers, is the specification's requirement that no external Javascript--the typical technique for embedding third party ads--be included in mobile web pages. Rubicon Project says its "FastLane adapter for AMP" was accepted by Google for use on AMP pages. AMP pages are slowly being implemented by major publishers to increase their search rankings and improve the speed of mobile web access.