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Google AMP Adds New ‘Render on Idle’ for Faster Ads

Google has enabled publishers on its DoubleClick platform to utilize a new feature added on Monday, for faster ads on Accelerated Mobile Pages (AMP) project called “Render on Idle.”

Now, publishers using DoubleClick AMP ad tag or any ad network and those who have choosen to implement ‘Fast Fetch’ can also take advantage of this new “Render on Idle” feature, says Google.

This new feature delivers better ad performance as it load ads earlier in the page lifecycle. “The ads load 12 viewports from the user’s scroll position as opposed to 3 when the browser is idle,” exaplins Google, and “no other page content is being retrieved or rendered.”

Citing early tests results, Google said, DoubleClick AMP ad tags publishers are reporting a 13 percent increase in impressions per page and 0.5 percent of increase in clicks and viewable queries, as seen in the image above.

Also, this feature has given an overall +18 percent increase to Fast Fetch compared to Delayed Fetch.

“Fast Fetch is AMP’s way to make ad requests earlier in the page lifecycle, ensuring a great user experience and better ad performance by reducing the likelihood of encountering an empty ad slot.”

Google has created guided insttrutions for any ad network considering migrating to Fast Fetch, see the instructions here.

While, publisher won’t need to do anything to migrate, by just using a Fast Fetch-enabled ad tag will automatically enable them to reap the benefits. Except to a few situations that may cause an AMP runtime to automatically fall back to delayed Fetch.

See the table below for these listed exceptions along side the mitigations to take advantage of Fast Fetch:

Exception (forces Delayed Fetch)Mitigation (allows Fast Fetch)
Using remote.html for any reasonSwitch to using Real-Time Config. (Instructions)
Using ‘useSameDomainUntilDeperecated’Remove this attribute from tags, and instead, use the SafeFrame API, which is now exposed to ads on AMP pages (Help Center Article).

Lastly, Google notes, it’ll no more support Delayed Fetch after 3/29/2018.

For more information, see this help center article.

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