Native ad firm MGID has made its Smart Widget technology available for integration into Accelerated Mobile Pages (AMP).

Introduced in 2015, AMP optimises the process of mobile browsing by cutting down HTML, heavy JavaScript and other unnecessary content that can cause mobile page lag. Consequently, these stripped back mobile pages offer much faster load times, delivering content and ads to mobile users much faster than regular pages.

Smart Widget is designed to enable publishers to control content monetization, by ensuring ads are placed in front of targeted consumers, without irritating them. It’s powered by MGID’s patent-pending artificial intelligence (AI) algorithm, which creates combinations of advertorial formats to achieve publisher goals, looking at monetization, user engagement and new visitor acquisition.

The widget analyzes online user activity – what they are reading, browsing and clicking on – and displays the optimal combination of paid and organic content. MGID said this drives higher clickthrough rates and increases the time consumers spend on publishers’ websites. It is also compliant with AMP code, so it does not affect search results.