AMP stands for accelerated mobile pages and refers to Google’s open-source project, once founded to enable the optimized browsing experience on mobile devices.
What is AMP today?
Over the past decade, the AMP project has evolved into a comlex initiative, whose members are focused on the continuous development and upgrade of the common framework for building lightning-fast websites, which provide the best possible viewing and advertising experience to users across all platforms and devices.
With user experience amplification defined as its core goal, the AMP framework provides a massive stack of tools and components for developers, which should help them create fast-loading, user-centric webpages with minimum operational costs.
Namely, some of these include:
- Grab-and-go UX/UI components for AMP websites and stories
- Visual ad builders and editors for display and video ads
- AMP validation tools, as well as the extensive documentation covering all aspects of AMP integration with various CMS platforms, and much more.
AMP Advertising Specifics
AMP websites are currently compliant with the integration of banner ads, rich media, motion graphics and video ad creatives. all optimized for display on AMP properties.
According to the developer docs, AMPHTML ads should abide by a set of strict format rules and specifications, all aimed at ensuring their almost-instant loading on AMP sites and stories. More importantly, it is highly recommended to validate the implementation using the AMP validator tool.
Namely, AMP ad specs imply support of a limited scope of tags, and comprise definitive guidelines on how and when to use the framework components for advertising purposes.
In the video ad context, in particular, while it’s recommended to use an amp-video-iframe component mostly for video content integration on an AMP website via a third-party player tech, it’s also allowed to utilize it to display videos, parts of which will be advertising.
However, AMP website developers are primarily encouraged to use a specific amp-ad component for ad integration purposes instead.