Search Engine Land
  • SEO
    • > All SEO
    • > What Is SEO?
    • > SEO Periodic Table
    • > Google: SEO
    • > Bing SEO
    • > Google Algorithm Updates
  • PPC
    • > All PPC
    • > What is PPC?
    • > Google Ads
    • > Microsoft Ads
    • > The Periodic Tables of PPC
  • Focuses
    • > Local
    • > Commerce
    • > Shopify SEO Guide
    • > Content
    • > Email Marketing Periodic Table
    • > Social Media Marketing
    • > Analytics
    • > Search Engine Land Awards
    • > All Focuses
  • SMX
  • Webinars
  • Intelligence Reports
  • White Papers
  • About
    • > About Search Engine Land
    • > Newsletter
    • > Third Door Media
    • > Advertise

Processing...Please wait.

Search Engine Land » Google » Google Ads » Google announces AMP speed and viewability enhancements for ads

Google announces AMP speed and viewability enhancements for ads

Utilizing "Fast Fetch" ad request and rendering, ads served on AMP (Accelerated Mobile Pages) will now be faster, and potentially will improve viewability rates.

Michelle Robbins on August 22, 2017 at 4:08 pm

Yesterday, Google’s AMP (Accelerated Mobile Pages) group announced enhancements to ads served in AMP. Specifically, the project has entered phase two of its three-phase plan for supporting comprehensive advertising functionality in AMP.

While phase one focused on basic support for ads within AMP, phase two focuses on speeding up AMP ad rendering, utilizing what they call “Fast Fetch” — separating the ad request from the ad rendering. Fast Fetch — vs. their previous method, “Delayed Fetch” — allows the ad request to happen while the page content is being rendered, and then only renders the ad before the ad slot is in view for the user.

From their announcement:

With Fast Fetch, ads are requested much earlier in the lifecycle of the page, allowing page rendering and creative selection in the ad server to happen in parallel. Fast Fetch is 850ms faster at the 50th percentile and 2.7s faster at the 90th percentile as compared to Delayed Fetch.

Ads that are created using the AMP ad spec get an extra performance boost with this new method. Publishers and advertisers using DoubleClick and AdSense are already going to see this benefit, as those platforms automatically convert eligble ads to the AMP Ads format. The AMP spec group is encouraging creatives to switch to developing AMP Ads, and ad tech platforms/networks to begin using Fast Fetch for their ad tags.

This new method not only improves overall content and ad rendering time, it assists in raising the viewability metric for ads, an area of signficant concern for advertisers (and a problem for publishers).

Features being planned (no dates specified) as part of the Fast Fetch rollout include:

  • competitive exclusions and roadblocks for AMP pages.
  • ability to refresh ads at a configurable frequency.
  • support for enhancing ad requests with targeting information to the ad server in real time.

Looking for more information on implementing AMP, AMP ads and AMP landing pages? Join me for a special AMP webinar,and then for these sessions at our SMX conference:

  • AMP: Do Or Die? ~ publishing, e-commerce and technical experts will discuss the whys, why nots, benefits and cautions on adoption of AMP.
  • Getting AMPed: Essential Info About Google Accelerated Mobile Pages ~ technical experts on AMP implementation will discuss how to get up and running on the platform.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


New on Search Engine Land

    Google search results spam for ‘Bill Slawski obituary’ shows the dark side of SEO

    New mobile Google ad experiment puts favicon in-line with display URL

    Google launches video health tools to help publisher monetization

    SEO pioneer and expert Bill Slawski passes away

    New Yelp feature: Request a Call

About The Author

Michelle Robbins
Michelle Robbins, former SVP Content & Marketing Technology, overseeing editorial direction as Editor in Chief for Third Door Media's digital publications, Search Engine Land, Marketing Land and MarTech Today, directing a full-time staff of reporters and editors managing contributed content. She was responsible for developing the content strategy across all properties and aligning those initiatives with the programming and audience goals for Third Door Media's two leading marketing conference series, Search Marketing Expo and The MarTech Conference. In addition, Michelle oversaw information technology operations, directing the marketing technology department. An experienced domestic and international keynote and featured speaker, she enjoys connecting with the community at SMX, MarTech and other industry events. Connect online with Michelle on Twitter @MichelleRobbins, and Linkedin.

Related Topics

Google AdsWordPress

Get the daily newsletter search marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

Learn actionable search marketing tactics that can help you drive more traffic, leads, and revenue.

March 8-9, 2022: Master Classes (virtual)

June 14-15, 2022: SMX Advanced (virtual)

November 15-16, 2022: SMX Next (virtual)

Learn More About Our SMX Events

Discover time-saving technologies and actionable tactics that can help you overcome crucial marketing challenges.

Start Discovering Now: Spring (virtual)

September 28-29, 2022: Fall (virtual)

Learn More About Our MarTech Events

Webinars

Take a Crawl, Walk, Run Approach to Multi-Channel ABM

Content Comes First: Transform Your Operations With DAM

Dominate Your Competition with Google Auction Insights and Search Intelligence

See More Webinars

Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports

White Papers

Reputation Management For Healthcare Organizations

Unlock the App Marketing Potential of QR Codes

Realising the power of virtual events for demand generation

The Progressive Marketer’s Ultimate Events Strategy 2022 Worksheet

CMO Guide: How to Plan Smart and Pivot Fast

See More Whitepapers

Receive daily search news and analysis.

Processing...Please wait.

Topics

  • SEO
  • PPC

Our Events

  • Search Marketing Expo - SMX
  • MarTech

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS
  • Youtube

© 2022 Third Door Media, Inc. All rights reserved.