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‘Fast Fetch’ Enhances Speed and Viewability of Ads on AMP

This year at the I/O, Google’s AMP (Accelerated Mobile Pages) group, described its vision of serving ads in AMP pages— a three phase plan involved of supporting basic functionality of ads to enabling an excellent advertising experience for users, publishers and advertisers on AMP pages.

Yesterday, the the group entered phase two of its plan, announced enhancements to ads served in AMP pages, as it launched ‘Fast Fetch,’ making rendering of AMP ads and regular ads on AMP pages now faster, potentially improving viewability rates.

With Fast Fetch, as Google explains, “utilizing Fast Fetch, it separates the ad request from the ad response rendering.” “This allows us to make an ad request very early in the lifecycle of the page for all ad slots and only render the ads before the user is about to view them.”

Google notes, all major ad networks like AdZerk, DoubleClick, AdSense and TripleLift are now taking advantage of infrastructure built in phase 2 to serve AMP Ads.

Further, explaining, Fast Fetch vs. legacy method called ‘Delayed Fetch’ it said, “ad request and rendering with Delayed Fetch, are done in one action and shows a ‘loading indicator’ waiting for the ad to load.” While with new method of ad reuesting, “ad request happen earlier when page content is being rendered, allowing page rendering and creative selection in ad server to happen in parallel.” See this screenshot:

Fast Fetch vs Delayed Fetch
Fast Fetch vs Delayed Fetch

When ad response is in AMP format (AMP Ads), AMP runtime renders it immediately, with DoubleClick and AdSense automatically convert eligible ads to AMP Ads format. While, on a regular ad, runtime needs to wait until the rest of content on the page is loaded.

Additionally, AMP Ads are also supported now on DoubleClick Ad Exchange via Real Time Bidding and DSPs can start supporting delivering their AMP ads over RTB.

With phase two reached, the group also outlined phase 3, this includes:

  • Empowering ad networks to auto-convert and deliver AMP Ads.
  • Having ad servers support uploading and delivering custom made AMP Ads.
  • Building functionality that helps creative developers build AMP Ads.
  • Partnering with more ad creation tools to output AMP Ads by default.

A number of DoubleClick and AdSense publishers and advertisers already experimenting with AMP format for serving their content on their primary website. As a result, benefit like higher viewability and click through rates of the ads served to pages, without making any changes are gained with this new method:

“AMP Ads based on DoubleClick and AdSense experiments, loads up to 1.6 seconds faster at the 50th percentile and up to 5s faster at the 90th percentile. While, Fast Fetch is 850ms faster at the 50th percentile and 2.7s faster at the 90th percentile as compared to Delayed Fetch.”

As a number of publishers already experimenting with AMP Ads format, Google plans to bring advanced ad capabilities, such as (no specific dates):

  • Competitive exclusions and roadblocks for AMP pages
  • Ability to refresh ads at a configurable frequency
  • Support for enhancing ad requests with targeting information to the ad server in real-time

The group also encouraging (publisher or advertiser) to switch to developing AMP Ads, and ad networks /ad tech platform to transition to Fast Fetch for their ad tags.

You can get started in-house creative development with this AMP Ads developer FAQ. Those, outsourcing creative development can work with agency like JoyStick Interactive. Or, consider using Celtra’s Ad Creator to generate AMP Ads.

AMP Ad support for other tools like Google Web Designer is also coming soon.

Finally, a guide to help ransition to AMP Ad format can be accessed here.

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