In the past year, the AMP team took advantage of the latest browser features to keep users safe & deliver a jank-free browsing experience. Because AMP powers billions of ads/pages on the web, these updates required no work from content creators or ad networks, making all AMP pages safer and faster for all users. Additionally we directly funded the implementation of the underlying security primitives in WebKit, so we’re happy to be able to extend the same security level to users of Apple’s Safari browser.

AMP Pages protect users from malicious ads

Iframe Sandboxing FTW

Iframe sandboxing allows web developers to set restrictions on iframe capabilities (e.g. the rendering of…


This is how we’d design ads on the web if we were to start from scratch

This post is part of a larger AMP monetization series that you can read about here.

Up until now, this monetization series was about ensuring you made the most revenue from existing JavaScript(JS) based ads served to AMP pages — which have a number of challenges independent of the web page. In this post, let’s talk about how we may approach improving the display ads ecosystem.

We’ve made a lot of progress in delivering a user-first advertising experience on AMP pages, but along the way we’ve learned that the principles of AMP pages can be transferred to display ads to…


Take advantage of delivering direct-sold, engaging ads to AMP pages

This post is part of a larger AMP monetization series that you can read about here.

Ads that are more engaging lead to better revenue

For more than 99% of the existing ads in the world, the publisher and the advertiser don’t have to do anything to get display ads working on AMP pages. Most ads ‘just work’.

Less than 1% of the ads may require some work, but this isn’t work that’s AMP specific. Before I explain what I mean, it’s useful to understand the current state of rich media ads across the display ads industry.

The term rich media is confusing because it means two distinct things…


There are a variety of extensions that help you monetize your AMP pages with video ads

This post is part of a larger AMP monetization series that you can read about here.

Generally, there are two types of video monetization on the web:

  1. Instream: When the video ad is placed to appear as pre, mid or post roll amidst organic video content
  2. Oustream: When the video ad is standalone and appears in-line (or instream) with regular web page content

AMP supports both types of video monetization with the help of 3rd party extensions that are contributed to the AMP Project.

Instream Video using AMP components

If you are already serving video ads amidst your organic content on your non-AMP pages, you…


It’s more performant, easy to configure and supports many other use cases

This post is part of a larger AMP monetization series that you can read about here.

Header Bidding & Challenges on non-AMP

If you don’t know what header bidding is, this is a fine place to start.

For most publishers, header bidding sounds good to do in theory, but, given the business dynamics of a very complicated ecosystem, things that ought to happen on the server side ended up happening on the client side. On non-AMP pages, it’s common to see header bidding JS tags block the ad request for 2–5 seconds before the ad request is even made to the ad server. This is bad…


AMP’s smart ad size policies ensure great UX

This post is part of a larger AMP monetization series that you can read about here.

I wish we could go back to the early days of the web and establish a policy that didn’t allow 3rd party content to resize elements on the host page. Such a policy would have created enough incentive for publishers to define a fixed size ad placeholder before making the ad request. …


Configure ad ‘Data Loading Strategy’

This post is part of a larger AMP monetization series that you can read about here.

I’m endlessly fascinated that an advertiser would pay for an ad impression that a user never saw. Yet, that’s how most default ad contracts are written. Many brands are changing how they negotiate contracts or redefining what they’d consider viewable. Plus the terminology itself can be confusing.

Balancing page viewability rate with ad served

Viewability rate (also known as viewability %) is defined as (number of ads viewed / total number of ads served) X 100. …


Avoid common pitfalls to ensure total area of ads is the same

This post is part of a larger AMP monetization series that you can read about here.

Ad density doesn’t have to be as high as it is at Times Square

This is an easy optimization, but is important because it’s one of the most common mistakes and is easy to remedy.

A reasonable ad density strategy is to follow the guidance from the Coalition of Better Ads. It says that the total height of the ads on the page / total height of the content on the page should be < 30%. This is of course the worst case scenario and often publishers have percentages lower than this.

During my publisher interviews, three common…


I’m a product manager working on AMP and we strive to make advertising better on the web while helping publishers thrive. I’m writing this to give you some background on design choices we made for advertising in AMP and then follow up every week with specific optimization recommendations to help you take maximum advantage of AMP pages.

Make the most of your AMP page revenue by optimizing them

If you are here for specific optimization advice, head over to one of the links below:

  1. Ensure Ad Density is equal on AMP & non-AMP pages
  2. Optimize your AMP pages for high ad viewability or views
  3. Take advantage of more ad competition with multi-size ads & fluid
  4. Better than header bidding → AMP RTC
  5. Take advantage of video ads in AMP
  6. Leverage rich media ad support in AMP
  7. Use AMPHTML ads for better ad performance, page usability & user safety

Bottom line first: If you are publishing AMP pages, please at least make sure they are monetizing well. …


A Book List

Love:
Goethe — Sorrows of Young Werther
Stendhal — On Love
John Armstrong — Conditions of Love
Alain de Botton — Essays in Love
Roland Barthes — A Lover’s Discourse
Gustave Flaubert — Madame Bovary
Erich Fromm — The Art of Loving
Plato — The Symposium
Theodor Zeldin — An Intimate History of Humanity
Sue Johnson — Hold me Tight.

Work:
La Rochefoucauld — Maxims
Po Bronson — What should I do with my Life
Milhay Csikszentmihalyi — Flow
Alain de Botton — The Pleasures and Sorrows of Work
Alain de Botton — Status Anxiety
John Armstrong — Civilisation
John Armstrong — How to worry less about…

Vamsee Jasti

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