In a review of the state of AMP since its launch, it was revealed that there are now 31 million domains with AMP pages.
The increased speed has led to higher revenue, with publishers using AMP earning three times more revenue per day in the past year alone. Currently, 100 ad tech platforms support AMP.
Google attributes the success of ads on AMP pages largely to the release of Fast Fetch, a technology that allows ads to load 2.7 seconds faster. One of Google’s top priorities now is ensuring that all AMP partners utilize Fast Fetch.
Publishers can now use third-party technology partners while leveraging the power of Fast Fetch. This has been made possible through a new component called Real-Time Config. According to Google, this will enable publishers to fully benefit from AMP without compromising their monetization strategy.
For instance, publishers can now utilize their data management platforms or server-side demand aggregators, such as Prebid Server, on their AMP pages.
In a related development announced this week, AMPHTML ads are now supported by AdZerk, Logicad, and Google Web Designer. AMPHTML ads are ad units built with the same code used to create AMP pages. These ads reportedly load 5 seconds faster than traditional ads while offering enhanced security.
Google acknowledges that there is still progress to be made with AMP and plans to continue working towards the goal of making the web faster.
