If you are somewhat up to date with what’s going on in the tech world, you m
If you are somewhat up to date with what’s going on in the tech world, you may have stumbled across the term AMP, the official shortcut for the term Accelerated Mobile Pages. What exactly is AMP then and who is behind it? Is it something you need to implement, and foremost, can you serve ads on an AMP site? Let us break down everything for you in this article.
AMP is an open-source HTML framework that aims to improve the performance and speed of web pages on mobile devices. More and more people are using their mobile devices as their main source of browsing equipment and the whole idea with AMP is to make your mobile experience as fast and speedy as ever possible.
The AMP framework is originally an initiative from the tech giants Google and Twitter and a few others, but mainly Google has been the driving force behind the project. Rumor has it that it was created as a response to Facebook’s Instant Articles and Apple News. The first AMP pages rolled out as early as 2016 and the project was at the time being criticized for potentially handing over even more power and control over the web to Google. In 2018 the project was transformed into an open-source model and several new partners started to join the project. AMP is constantly being developed, and from the initial roll-out, new features and applications are constantly being tested and added.
The short answer is yes, yes you can, but it will not work as effortlessly as with a regular webpage and HTML tag. As the whole point of AMP is to make sites fast and non-interruptive, traditional websites ads might not get a green light by AMP.
There have also been wide discussions when it comes to the performance of AMP ads. AMP ads can deliver very good results and high CPMs due to the insane page load rate, along with some cool features such as Fast Fetch, RTC, and auto ad refresh AMP sites offer. On the other hand, the monetization options and formats are limited when it comes to AMP pages, so fully relying on revenue from AMP pages might not add up to your regular ad performance.
This is a twisted question that many want an answer to. Let’s start by stating that there are certainly great benefits that come along with AMP, some of which we will explain deeper in a sec. It’s safe to say that some industries and sites will benefit from AMP on a larger scale than others. Amp comes with both pros and cons, let’s explain the most important ones.
Site speed is the main reason AMP was invented in the first place, so we will not argue against the fact that AMP will increase your site speed drastically, and you will benefit from it. Users today are expecting an extreme page load speed on mobile, and if your viewers are wired onto a poor connection (like 3G) you will benefit massively from having AMP pages in place.
This goes hand in hand with page speed, as a fast page load will improve your SEO ranking and your probability of ranking high on a SERP. Google is taking this to the next level as they have reserved a dedicated space called “Top Stories” that are specifically reserved for AMP pages. A new feature, the carousel, will also encourage users to scroll through multiple different articles within the same session, amazing right? Google has confirmed that AMP pages will not get any special treatment when it comes to SEO ranking, but we have a feeling that this might not be entirely true.
As AMP is a project that is constantly being developed towards the better, new features are being launched at a rapid pace. From the initial launch of user-friendly mobile pages, the AMP project has come quite far today. As AMP markets on its website banner, “AMP is a web component framework to easily create user-first websites, stories, ads, and e-mails.” The website and ad part we’ve already covered so let’s talk about the other features they offer. Web stories (formerly known as AMP Stories) are full-screen visuals that naturally load really fast and provide content in a mobile-friendly format as tap-through stories. They have been very liked by website browsers and are especially effective on news sites. AMP email offers the opportunity to use AMP to send interactive, dynamic e-mails. They offer the opportunity to modernize the e-mail experience by supporting dynamic content and interactive features without sacrificing security. We expect to see many more features show up in the upcoming years.
Interestingly a project driven by Google is not made compatible with the most standard website analytics tool available, Google Analytics. You cannot use analytics.js on AMP to track your website performance, instead, a specific analytics tag specifically designed for AMP is needed. The AMP analytics tag provides you with some basic page, user, browsing, interactions, and event data, but has significantly limited capabilities compared to the standard analytics tag. To complicate things further, Google employes their CDN service for site rendering on AMP pages. This again can mess up the tracking on the number of page views, which makes it difficult to measure traffic and estimate revenue streams.
We already talked about this, but felt it’s relevant to include it as a potential con as monetization is so essential to our clients and the monetization of AMP pages is a challenge for many publishers. The need for a specific tag, the limited ad placement options, and difficulties with attracting a large scale of demand has made AMP monetization a hassle for many. The addition of RTC and wrapper-based header bidding made it a bit easier to monetize with AMP, but we are far from the ideal advertising landscape yet.
To sum things up, AMP pages bring great potential to make the internet, and mobile browsing, a better place. If you are struggling with lazy load and your mobile performance is lagging, AMP might be the solution for you. As AMP is an open-source project, it will continue to develop over time. It has many great functionalities already, but also lots of limitations, especially when it comes to monetization opportunities. Website monetization is also an ongoing experiment, what works for some might not work for others. If you are curious, give AMP a try. Just remember that when it comes to monetization, you should never put all your eggs in one basket.
To declare ads.txt partners, publishers need to create an ads.txt file and list the companies that are authorized to sell their digital inventory. The file should be placed on the root domain of the publisher's website and can be accessed by anyone who wants to verify the legitimacy of the inventory being sold.