Guide: Ads monetization on AMP pages

Updated: August 2016

Getting started: guiding concepts and best practices

AMP has been designed to provide superior monetization performance while allowing ads capabilities similar to traditional mobile web sites. AMP ads are constantly evolving, so check out the AMP Roadmap to stay updated.  

Key principles

  • Ads in AMP are implemented using the <amp-ads> component. Examples.
  • Ads in AMP must be served over HTTPS.
  • Ads in AMP must follow AMP sizing framework to ensure an optimal user experience. Restriction List
  • AMP supports a large number of ad servers and networks. If your ad server or network is not listed, please refer your vendor to the instructions on how to integrate with AMP.
  • For a high level listing of AMP ads capabilities, see this section below.

Formats & User Experience:  AMP is your new page, and with it comes the opportunity to create a better ad experience:  

  • Place the first ad immediately after one view port (usually 700 pixels). This works best with AMPs lazy loading strategy. To prefer viewability over ad load speed, set the ad loading strategy.
  • Recommended formats: 300x250, 320x50 or native units. Avoid ads above the start of content.
  • AMP ads require that ad width and height to be known in advance to ad load, and those sizes can be used as fixed or aspect ratio (useful for responsive ads. See DFP example).
  • Resizing of an ad possible in certain circumstances - GitHub; Demo)
  • Avoid heavy creatives. (follow industry guidelines - e.g. IAB Mobile Advertising Guidelines pg 5-6)
  • Consider testing new innovative formats flying carpet, sticky ads
  • Consider innovative integrations like nesting ads along with images in an amp-carousel component (example) or inside an AMP lightbox component (example)
  • It is recommended to place the same number of ads as in your mweb site.
  • Consider providing a  fallback when no ad is returned.

Inventory set-up: 

  • Use separate ad units (tags) for AMP to be able to target and report separately.
  • When using an ad server, you only need to implement the server type inside amp-ad. Networks that you work with through your ad server do not require any additional change (similar to any webpage). Add as many networks as you normally work with for your mweb site. AMP does not restrict your demand sources, configure your ad server as works best for you.
  • Passbacks should work for HTTPS connections (on HTTP ads will to load and trigger this error)
  • You can see examples of ads implementations with DoubleClick for Publishers: DFP Amp Testing Guide

Video ads

  • Instream video: you can implement a video player inside amp-iframe (example) or by using a dedicated extended component (list of video players integrated in AMP)
  • Preroll/postroll capabilities depend on your video player
  • Outstream video: outstream video ads can be implemented through display ad units inside the <amp-ad> component, using outstream vendor of choice. (Example: Teads ads)

1st party cookies: You must use a special method to use your 1st party cookies when AMP is served from cache (setup instructions) and DFP Examples. This should enable audience targeting using the same lists as with traditional mobile sites.

Demand channel strategies

  • Cross-sell existing direct campaigns -- Include AMP inventory in existing mobile campaigns.
  • Programmatic Pricing: Start with the same pricing as mobile web.  
  • Programmatic transparency: Consult your vendor about how buyers can target AMP inventory.  In the case of Doubleclick Ad Exchange via DFP, AMP inventory is not distinguishable from mobile web inventory.

Ads capabilities in AMP
The below is the availability as of August 2016.  Consult roadmap for new innovations
Future version of AMP may have an expanded list of available features. You can read about any new AMP functionality on the public AMP runtime
release notes. 

Available

Not available

Ad formats/

creatives

- Display ads (inline, sticky), rich media, native(fixed), text, HTML5, flying carpet

- Creatives must be HTTPS

- Video ad availability depends on vendor.

Interstitials, expandable, flash, non-HTTPS, rich media that resizes, AdSense responsive layout

Ad sizes

Static ad sizes (e.g. 300x250, 320x50), fixed-aspect ratio responsive ads that comply with AMP’s sizing framework.  CSS Media queries can  be used to define different ad sizes based on viewports

Ads with sizes that are unknown at the time of the request.  Ads that change size automatically without using the resize APIs (GitHub)

Placement & Number of ads

There are not AMP specific restrictions on placement. Pages should comply with guidelines set by third party vendors used.

Interstitial, guaranteed roadblocks.

Audience
targeting

Usage of 1st party cookies needs to be implemented by using remote.html. This is because AMP files are often cached and served from a different domain.

For other audience vendors, test desired implementation as you would with a standard mobile site.

Contact your vendor with questions

Viewability Measurement

For other viewability vendors, please ask them to refer implementation guide

Ad Vendors

For other third party vendors, refer vendor to integration guide

Video

  • 13 players supporting AMP
  • You can use any video player, even if they are not listed, by placing the player inside amp-iframe