This post was most recently updated on April 26th, 2021
AMP or Accelerated Mobile Pages was launched in February 2016 and is an idealistic project from Google. It’s an open-source project aimed at allowing mobile website content to render nearly instantly. This initiative has Google as a sponsor, but it is not a program owned by Google and supported by Bing, Baidu, Twitter, Pinterest, and many other parties.
Google AMP serves to minimize data up to 8 times smaller than the size of the mobile page. Publishers often wonder if switching to AMP will result in an ad revenue hit or increase. Usually, it comes down to testing. In this article, we’ll take a closer look at the pros and cons of AMP for publishers, and if you should consider switching.
The main benefit of AMP is speed. If your website currently loads slowly for users on mobile and/or 3G cellular connections, then you will see an instant increase in loading speed through the use of AMP. You’ll also gain the following benefits when utilizing AMP:
As with any platform, there are cons. AMP is no different. Fast loading mobile pages are great but can come at a price. Here are some of the cons to running AMP:
Now that you have a better understanding of the pros and cons of AMP and what implementing it entails, let’s find out if it will boost and hurt your ad revenue. With AMP, you’ll get better traffic from Google (including mobile search), but ad revenue might be impacted negatively.
AdSense and Ad Exchange are sufficient enough to monetize AMP pages. Currently, other ad networks are not optimized to work with AMP. Considering the limitations it imposed on JS Scripts where most header bidding partners tech are coded. It also brings limitations to publishers that rely on header bidding when using AMP. Also, some header bidders are not fully compatible with AMP.
Additionally, impressions per pageview and session take a massive hit because of the lazy loading feature within AMP.
Results may vary, and publishers need to weigh up all the pros and cons of setting up AMP and test to see whether the platform hurts or improves their ad revenue.
For more information on testing and AMP and header bidding, be sure to read this article: http://www.monetizemore.com/blog/publishers-amp-header-bidding/
Want to test AMP for yourself, but you’re not sure if it’s a good fit? Let MonetizeMore help! Our ad ops teams can help optimize your ad inventory to maximize your ad revenue, whether you’re running AMP, want to test AMP, or have an optimized mobile version of your site. Sign up to MonetizeMore to get started today!
Kean Graham is the CEO and founder of MonetizeMore & a pioneer in the Adtech Industry. He is the resident expert in Ad Optimization, covering areas like Adsense Optimization,GAM Management, and third-party ad network partnerships. Kean believes in the supremacy of direct publisher deals and holistic optimization as keys to effective and consistent ad revenue increases.
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