How Apple, Google and Facebook are trying to make you love ads again

To adblock or not to adblock? It seems the mobile web is reaching a turning point as the effects of the huge numbers of adverts and advertising trackers and widgets embedded in Web pages become better understood.

At the same time an approach that sells itself on offering a far more streamlined mobile web is emerging: first Facebook’s Instant Articles, then Apple News – and now the Google-led consortium developing Accelerated Mobile Pages (AMP).

AMP frames the problem with mobile adverts as one of speed. Whereas an average Web page takes around eight seconds to load, Web pages built with AMP can be so quick as to feel nearly instant – you can even try them out on mobile.

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