Google offers publishers native ads to combat slow load times
Google is offering native video ads to publishers to tackle slow load times’ effect on revenue. With over half of smartphone users not waiting for mobile websites to load longer than three seconds, quick, efficient advertising is necessary to drive revenue. Google’s Doubleclick platform will provide the video ads, with monthly video ad impressions doubling since January 2016. Mobile search and video currently power Google’s advertising business, with native ad impressions through Doubleclick doubling overall for publishers including the New York Times, Slate, Vogue and eBay.

If Google's research is correct, more than half of all smartphone users give up trying to load mobile websites if it takes longer than three seconds. Because of that, Google is moving forward with several beta offerings to help publishers and advertisers make their mobile formats more efficient.