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Dec052018

AMPHTML Ads Leads to Better Performance & Viewability and Higher ROI

Google has published about the AMPHTML ads’ summarizing the benefits which of this display ad format across (Accelerated Mobile Pages) AMP pages and on regular web pages as well as on mobile apps.

AMPHTML ads also improve on security issues as it takes better care of user safety while offering ad performance, page usability.

AMPHTML ads basically is a framework explains Google’s AMP team that provides building blocks in order to create performant and secured ads.

Ad servers, developers, advertisers, and publishers can leverage this framework when creating ads.

Like AMP, a valid AMPHTML ad is created using HTML + CSS + the JS, which is available on the open source AMP Project repo.

AMPHTML ads are creating once and deliver everywhere across web pages, AMP pages & mobile apps.

Soon, advertisers will be able to leverage advanced host (web or app) level functionality with AMPHTML ads native support of SafeFrame API and MRAID AP.

Here is an image that shows an AMPHTML ad on the left, and a regular ad on the right:

An AMPHTML ad on the left and a regular ad on the right

As shown in the picture above, an AMPHTML ad does not ensure high-quality visual content.

With AMPHTML ads publishers can offer better user experience of their page because the JS in the ad is always “performant and doesn’t deteriorate the performance.”

Unlike legacy ads on the web, which allowed embedding ad iframes with arbitrary JS.

Additionally, following AMP properties are available to solve issues in display ads ecosystem:

  • AMPHTML ads are statically analyzable and don’t allow to run “any code outside of public AMP GitHub repo” as well as additional JS which isn’t part of the rendered ad code.”
  • The code in the AMP repo is trustworthy, since it’s open source and carefully reviewed by the AMP maintainers, who ensures that any malicious code isn’t merged into the repo. For example, a bad actor tries to add a JS that can use chipset level vulnerability to steal passwords entered into websites or other such code will be carefully reviewed by the AMP maintainers have a “process in place to ensure that such code isn’t merged into the repo.”
  • Rapid and universal upgradeability within a day will ensure users getting the secure AMPHTML ads runtime when a vulnerability is found in the AMP code or at the lower level stack.
  • Animations in an AMPHTML ad is automatically paused when the ad is close to off-screen to minimize the impact on page performance and saves battery & CPU.
  • Users will have the ads runtime cache in the browser that will let multiple ad functionality to use the runtime from the cache across multiple AMPHTML ads served within the same browser.

Ads script can efficiently serve AMPHTML ads into iframes on the same origin as the script tag.

The team says this led to a triple lift for Time Inc as their revenue was increased by 13 percent because of AMPHTML ads which were 3X lighter and 6X faster.

Here is a GIF image that shows <amp-video> component used with scroll bound AMP animations:

amp-video component used with scroll bound amp animations

With performance in focus, AMPHTML ads provide a number of built-in UI modules with full access, like web animations API, analytics framework and viewability measurement support for advertisers.

Viewability Measurement

AMPHTML ads use browser native APIs such as Intersection Observer and collect the “most” accurate viewability and send it to anyone requesting, like publishers, advertisers, and ad tech.

In regular ad anyone wants to collect viewability data inserts their own JS, which leads to viewability mismatch between the collectors and waste of CPU.

Development-time Validator

A light and more performant ad lead to higher viewability generate more clicks and ROI.

Development time validator ensures developers build an valid AMPHTML ad.

The end goal is to help advertisers and publishers deliver every single ad served on the web and mobile apps as “AMPHTML ads.”

Once the AMPHTML ads take over:

  • Ads will respect users devices and publishers’ web pages
  • Ads won’t impact publisher page performance and will help them earn more revenue
  • Advertisers will generate higher ROI and better viewability
  • Users will be more secure, therefore it will be led to fewer ad blockers installations, said Google’s AMP team.
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