The advertising community is buzzing with anticipation as Google begins indexing Accelerated Mobile Pages (AMP) in its search results. The AMP Project is an open source initiative started by Google in an effort to improve consumer mobile experiences. It does this by offering a modified library of HTML and JavaScript as well as content caching optimized for mobile environments.

The Impact on Advertising

AMP pages improve a consumer’s mobile experience by delivering content virtually instantly (many reports claim 85% faster load times). By limiting the HTML and JavaScript available on a mobile page, the AMP Project has presented significant concerns for the advertising community.

This anxiety is well-founded when reflecting on Facebook Instant Articles and Apple News — AMP’s closest alternative mobile publishing platforms. Facebook Instant Articles weakened the relationship between publisher and reader by constraining its experience to the walled garden of the social network. Instant Articles also placed significant limits on publisher monetization by constraining the density of ads, the use of 1st and 3rd party targeting data, alternative native ad formats, and programmatic inventory options. Apple News offered an even bleaker option to publishers by failing to support standard third-party ad serving technology (by requiring the use of iAds) and failing to support 3rd party tracking.

However, AMP offers the most balanced distribution platform when considering consumer and publisher needs. It avoids the pitfalls of both Instant Articles and Apple News by supporting a publisher’s existing advertising ecosystem (targeting, native ad formats, programmatic, ad serving, and tracking) while delivering a superior consumer mobile experience.

What’s the Catch?

Publishers implementing AMP should be aware of several technical requirements and the impact on their business. We discuss this in greater detail in our Flite Mechanic’s blog. But most notable amongst these considerations are:

  • No Interstitials & Adhesive Footers - Mobile ad interstitials, page takeovers, and adhesive footers will not work with the current version of AMP. These formats often garner high CPMs and could negatively impact publisher revenue.

  • Compatible with most Flite Ad Products - Despite the limitations created by AMP, almost all Flite Ad Products are compatible with AMP pages. By combining the improved content loading of AMP with Flite’s innovative Ad Products, Publishers can deliver the ideal consumer experience.

  • Viewability Impacts Ad Loading & Unloading - The AMP runtime evaluates consumer behavior on a page and only loads ads when it determines they are likely to be viewed. AMP also dynamically evaluates if memory is low on a device and will unload ads that were previously loaded but are no longer visible. It may later load new ads in the same slot if the user scrolls them back into view. This may affect publisher mobile inventory volumes, but could be inconsistent with existing forecasting methods.

  • Limited Ad Resizing  - Ad dimensions must be static and cannot change except through iframe resizing. AMP does support layout options which can help your ads scale to fit in with a cross-device responsive design. This eliminates the use of ad executions such as automatic pushdowns which do not require user interaction to re-size.

  • Certified Ad Server - Flite ad tags are ready today to be trafficked through AMP-supported ad servers, which includes DoubleClick for Publishers.

An Exciting Future

Flite customers can get started today by implementing any of our compatible ad products which can be trafficked using an AMP-Certified Ad Server such as DoubleClick. Publishers looking for assistance implementing bespoke or standard ad solutions within their AMP pages can reach out to their Account Manager or support@flite.com.

The AMP Project represents the mobile industry’s most ambitious effort to improve consumer experience to date. At Flite, we ascribe to a similar philosophy that better ads can improve the Internet as a whole. We are excited to be a contributing member of the AMP Project and look forward to shaping a brighter future for mobile.