Google's AMP Ads initiative lets publishers use video ads
Google has introduced updates to its Accelerated Mobile Pages (AMP) Ads initiative, including the integration of more third-party measurement and the ability to add video ads, according to a company blog post. The search giant has also added new ad formats, such as video parallax, carousels and "LightBox". Since the AMP Ads scheme was launched last year, more than 2 billion AMP pages have been created, according to data from Google. The pages also boast an average load time up to five seconds faster than comparable pages on the web.
In its bid to make the mobile web faster—and more profitable—Google is adding more capabilities to its accelerated mobile pages to help publishers make more money and users waste less battery power.

At its annual I/O developer conference this week, Google unveiled several updates for its AMP (Accelerated Mobile Pages) Ads initiative, including the ability to add video ads, use less battery power and integrate more third-party measurement. Already, since first launching AMP early last year, more than 2 billion AMP pages have been created, according to Google, with an average load time of up to 5 seconds faster