Google wants to make mobile ads faster and less intrusive for everyone with the launch of a new format based on Accelerated Mobile Pages (AMP). Google claims that the new “special purpose” tech can cut loading times for ads on smartphones and tablets by more than a third as it looks at ways to curb the rise of ad blockers across the net.

The innovation, called A4A, is currently in development, but the tech behind it is already being used by publishers such as the BBC, the Guardian and Google for web pages. Google says that the increased efficiency of AMP will enable ads to be delivered safely while reducing the strain on a connected device’s CPU and RAM, which will boost battery life.

A4A is capable of achieving much faster ad rendering by separating it from the ad request when loading a new page. Current AMP-optimised pages for mobile load quickly, but the ads are forced to load in later, and their animations can often be jerky and impact on the end-user experience. This won’t be the case with A4A, as it will ensure that every device gets the “best” results.

“AMP will act as a supervisor for ads and ensure that they do not negatively impact primary content on a page,” Google’s Malte Ubl said in an official blog post. “A4A based animations will be throttled to lower-but-uniform frame rates when AMP detects that 60 frames per second cannot be achieved on the current device.”

Google developers are still working on an end product, but the tech giant is hoping to conduct a live experiment in the near future. As it is an open-source project, Google is also encouraging other developers to put the tech through its paces by participating on GitHub. Ubl added that A4A could bring about a “big step forward” for users and that Google would “love” a widespread uptake across the online ad industry.

It remains to be seen whether publishers would embrace the scheme, though experts believe that they would be open to adoption if it effectively links with their current advertising systems and delivers relevant and actionable metrics and data. Another benefit is that it could also increase the visibility of ads due to the quicker load times.