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AMP Stories 1.0 Lands With Ads for DFP, Revamps Metadata

Google has recently released an upgraded version AMP stories v1.0, to all developers with new features such as monetization support, revamped bookends and metadata.

Introduced as the developer preview in February at AMP Conf. AMP stories are Instagram-like stories created solely for Accelerated Mobile Pages (AMP) technology. But with a difference, unlike stories that appear on Instagram and Snapchat, AMP stories exists on a publishers site and can be surfaced in search results.

To date, publishers have already authored thousands of AMP stories, however, it’s the first time they begin to support advertising.

Version 1.0 of AMP Stories is available immediately without origin trials and no whitelisting needed.

Monetization Capabilities

For AMP stories, there are two type of ad formats supported: “Single page ad: These ads appears as a single page inside of an AMP story,” and “Sponsored story ad: The ad is a stand-alone multi-page story.”

A new beta to publishers using DoubleClick for Publishers (now Google Ad Manager) to serve ads within AMP stories is available now. Publishers interested need can contact AMP team via Github (registration required).

Below is an example video demonstrating a Google Home ad showing within a story:

Metadata Attributes

They are used to surface stories in platforms and displaying a preview of the story across the AMP stories ecosystem, such as render a preview link in the last page(bookend) of related stories. These attributes can help publishers future-proof stories for rich, embedded experiences in AMP stories surfaces to come. A list of required and optional metadata attributes can be found here.

Bookend Capabilities

Additionally, there are revamped bookend capabilities with richer options that make it possible to include call-to-action links, text boxes, portrait and landscape-oriented cards.

Here is a GIF of new bookend:

Google AMP Stories Bookend

Google is already engaged in future AMP Stories features development that include “paywalls, responsive scaling and additional clickable elements.” Below, you can find a mockup of how the paywall functionality might work:

AMP Stories PAywall Mockup

Paywall and subscription functionality is already supported in standard AMP-enabled pages.

AMP stories are standalone compilations of pages with AMP and HTML layers of elements such as media, analytics, text and more. In the vein of Snapchat and Instagram stories, AMP stories provide publishers with rich media storytelling options designed for the mobile web (though AMP Stories also works on desktop).

amp-date-picker added some new features, like the ability to quickly toggle current data is fully launched to production.

It’s a calendar-style interactive date picker for form input that enable users to specify single dates or date ranges with a calendar interface.

Here is an example GIF of amp-date-picker:

AMP Date Picker

Google also revealed that it’s working on building a Serverless AMP solution with Amazon-AWS. The screenshot below is just an infrastructure part, the physical website still needs to be developed and deployed. To achieve this, Google says, it uses a feature called “generator,” which is built on Laravel.

Laravel is just another regular non-serverless site with an extra ca[ability of “ generating the website frontend code.”

The generator is capable of accepting the standard (non-AMP and non-minified) HTML code and makes it fully AMP and minimized to the limits and generates a faster lightweight site. “From generation and file uploads to cache invalidation — all done with a single click.”

This site can then be deployed automatically with Jenkins.

Serverless AMP solution on Amazon AWS

AddThis Inline Share Buttons for AMP ready for the integration into a AMP compatible site is rolled out worldwide. Interested, you can refer this Academy article for text-based installation guide, or watch the embedded video below:

Here are some features already released as well as future releases:

  • amp-next-page — supports the “infinite scroll” of page-level content like new articles or blog posts, is now available as an experiment on particular documents.
  • amp-date-countdown — this supports a dynamic countdown to a specified date & time, primarily for e-commerce use cases like limited-time sales.
  • 1-line PWA — This includes smart caching and prefetching, as well as a way to ensure seamless page transitions associated with single-page apps directly in AMP.
  • amp-consent — functionality to provide publishers with the ability to fold their existing consent flows into AMP pages and manage consent status across AMP and non-AMP pages. Also Google looks at supporting the IAB framework for user consent management.
  • AMPHTML ads — Improvements to the performance of AMPHTML ads, especially when served to non-AMP pages will be completed in over the next quarter. In addition, AMPHTML ads will be supported in mobile app environments, as well.
  • ID Link Decoration — The updates will help you see accurate metrics of users and their journeys on your properties.


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