Last spring, Google began automatically converting Google's display ads to AMP when it was running on AMP-compatible pages on publisher sites last year. Now, Google shares some statistics on how these conversions work for publishers at AMP Conf and in a year-long article in review. The company also launched Real-Time Config to allow publishers to integrate third-party technology without compromising on speed.
Google claims that 31 million domains have adopted AMP. Publishers who have generated three times as much ad revenue per day through ads from Google's ad networks, AdSense and DoubleClick Ad Exchange. The company also says that there are now more than 100 ad networks supporting AMP.
Real-Time Configuration: Support for Third-Party Technology Partners
Real-Time Config is a new component to support third party technology partners working with Fast Fetch, a mechanism launched last August for loading ads on AMP pages, up to 2 , 7 seconds faster than the inherited mechanism.
In this context, AppNexus announced an integration between AMP and the open source server-side auction solution, Prebid Server. The integration is designed to allow publishers to access the bid request header via Fast Fetch.
AMP Ads is now AMPHTML
AMP Ads was renamed AMPHTML "with the goal of speeding up awareness and support for these faster and more secure ads."
Google reiterates that AMPHTML ads load up to five seconds faster than non-AMP ads and that they are more secure, preventing the spread of malware.
Ads can run on AMP and non-AMP pages, so developers only need to create once when they choose to create AMPHTML ads.
AdZerk, Logicad, and Google Web Designer now support AMPHTML ads, as well as Triplelift, Celtra, and DoubleClick.
About the author
As a Third Door Media paid media reporter, Ginny Marvin writes on paid online marketing topics, including paid search, paid social, posting and retargeting for Search Engine Land and Land Marketing. With over 15 years of marketing experience, Ginny has held internal management and agency positions. She provides marketing research and demand generation advice for e-commerce companies and can be found on Twitter under the pseudonym @ginnymarvin.