Google supplements that by pulling and rendering the lightweight ads way before users begin interacting with the ad. And in terms of figures, AMP ads are reported to be up to three times lighter than their regular HTML5-based counterparts.īut, that’s not all. This system of streamlining JavaScript ultimately leads to much smoother and lighter ad delivery. Whereas the delivery of standard display ads is substantially slowed down by different forms of arbitrary JavaScript code, AMP ads are restricted to the JavaScript structures that are integrated right into the AMP Open Source project. Now, the good thing about this framework is, it eliminates the ad performance issues that are typically triggered by arbitrary JavaScript. These specs come in the form of HTML, CSS, and JavaScript libraries, all of which you should find in the AMP Open Source Project libraries. While the regular Google ads are built on HTML 5, Google AMP ads are written using AMP-HTML that is based on a set of predefined ad specs provided by Google. While Google itself admits to recording an annual uptick of as much as 1100%, AMP ads are still lagging behind HTML5-based ads in terms of usage - despite all the obvious benefits they reportedly offer.Ĭurious why that is so? Could AMP ads possibly be all hype with no performance? Let’s find out…Īs we’ve established already, Google AMP Ads refers to a version of display ads that utilize Accelerated Mobile Page structures and HTML - all in a bid to speed up the delivery of ad creatives, as well as minimize the overall resource load. In contrast, however, it just so happens that AMP ads haven’t seen as much success as their AMP page counterparts. And, in terms of page coverage, it turns out that in just one year, over 2 billion of them were already rendering in AMP. So monumental was their post-launch growth that by the time mobile was surpassing the 50% share of the global website traffic in 2018, more than 31 million domains had already adopted AMP technology. Now, to put it into perspective, we’re talking about those fast-loading web page versions that you get to open directly from some of the links on mobile search. You can trace their roots to Google’s Accelerated Mobile Pages (AMP) project, which rolled out in 2015 to give mobile users a better and more seamless web experience. AMP ads, which are otherwise known as AMPHTML ads, are specialized mobile-optimized ads that fuse Accelerated Mobile Pages with HTML (Hypertext Markup Language) to dynamically deliver ad creatives that are lighter, faster, and more secure.
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