• by Tobi Elkin  @tobielkin, April 4, 2016

Programmatic marketplace provider OpenX on Monday said it’s now a certified Accelerated Mobile Pages (AMP) Project partner. AMP, an open-source framework launched by Google and based on standard HTML5, aims to improve the mobile Web for everyone, making it as fast as possible.

“We were among the first ad exchanges to support the Google initiative to improve consumer experience on mobile Web because we recognized the frustrations consumers experience with delays on mobile Web,” said Miki Rapoport, director of product at OpenX. “With AMP, OpenX publishers receive the near-instantaneous speed for mobile Web page performance that consumers desire along with the sustained revenue lifts specific to the monetization technology at the core of all our products and capabilities.”

Rubicon Project last month launched its first header-bidding solution that’s compliant with AMP.