AMP pages and AMPHTML ads

The AMP (Accelerated Mobile Pages) Project is an open-source initiative that aims to make the web better for all. The project enables the creation of websites and ads that are consistently fast, beautiful, and high-performing across devices and distribution patterns.

How display ads work on AMP pages

After you’ve created AMP pages, you can serve existing display ads on them. Start by adding the <amp-ad> tag to an AMP page, which is the primary mechanism to request ads from an ad network in AMP pages. There are over 100 ad networks supported in AMP. For DFP, you should use the <amp-ad type=”doubleclick”> tag.

Types of display ads that can be served to AMP pages

When the AMP Project first started, the goal was ensure that most existing ads in the ecosystem would “just work” on AMP pages. However, AMP doesn’t allow any ad format that causes content reflow. Therefore, some formats like interstitials or auto-expandables are unsupported in AMP. See a list of some of the supported ads capabilities in AMP.

From a trafficking standpoint, not much changes for ads on AMP pages.

Faster ads with AMPHTML ads

AMPHTML ads are a new, better way of building, delivering and measuring ads that are faster, lighter and more secure. AMPHTML ads are ads built using AMPHTML and use many of the smart components that make AMP pages fast (like <amp-analytics>). These ads are only delivered after being validated, ensuring that they’re free of malware. Most of all, these ads can be delivered anywhere on the web, not just on AMP pages. AMPHTML ads achieves the goal of making ads themselves as fast as the rest of the AMP page.

We don't recommend using the <amp-analytics> tag with AMPHTML ads for click tracking purposes, because the JavaScript for this tag may not have loaded by the time a click occurs, resulting in undercounting of clicks.

Where AMPHTML ads work

AMPHTML ads can serve on both AMP pages (via the DoubleClick AMPHTML ad tag) and non-AMP pages (via the Google Publisher Tag). This includes both desktop and mobile web environments.

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