{"id":11688,"date":"2019-04-19T16:06:33","date_gmt":"2019-04-19T10:36:33","guid":{"rendered":"https:\/\/www.www.adpushup.com\/blog\/?p=11688"},"modified":"2022-08-29T09:47:52","modified_gmt":"2022-08-29T04:17:52","slug":"google-amp-signed-exchanges","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/google-amp-signed-exchanges\/","title":{"rendered":"AMP Brings Support for Original Publisher URLs with &#8220;Signed Exchanges&#8221;","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"has-text-align-left\">Google\u2019s <a href=\"https:\/\/www.adpushup.com\/blog\/publisher-guide-google-accelerated-mobile-pages\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Accelerated Mobile Pages (AMP) (opens in a new tab)\">Accelerated Mobile Pages (AMP)<\/a> program has helped publishers drastically reduce page load times on the mobile web. The technology works by stripping away all non-essential page components and third-party scripts.<\/p>\n\n\n\n<p>Whenever you see the bolt icon next to a webpage, it means that the page will load within a fraction of the time taken by a regular HTML webpage. <strong>But AMP is not without its problems<\/strong> and publisher reaction to the technology has been mixed.<br><\/p>\n\n\n\n<p>The same things that make AMP webpages load faster also make essential tasks such as analytics tracking and delivering ads difficult to implement for the average publisher. Over time, Google has made improvements to AMP to fix some of those concerns.<\/p>\n\n\n\n<p>One common complaint publishers have with AMP is how webpages are served with \u201cwww.google.com\/amp\/xyz\u201d in the address bar instead of the publisher\u2019s original URL. The reason this happens is because <a href=\"https:\/\/www.adpushup.com\/amp-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">AMP pages<\/a> are cached on and delivered from Google\u2019s own data servers instead of the publisher website.<\/p>\n\n\n\n<p>Want to know more about AMP ads? <a href=\"https:\/\/campaign.adpushup.com\/amp-ads\">Click here<\/a>.<\/p>\n\n\n\n<div class=\"poptin-embedded\" data-id=\"869476545ba06\"><\/div>\n\n\n\n<p>On Tuesday, Google said that it is trying to fix that problem by <a href=\"https:\/\/webmasters.googleblog.com\/2019\/04\/instant-loading-amp-pages-from-your-own.html\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">announcing support<\/a> for something called \u201cSigned Exchanges\u201d. \u201cWe heard both user and publisher feedback over this, and last year we identified a web platform innovation that provides a solution that shows the content\u2019s original URL while still retaining AMP&#8217;s instant loading,\u201d the announcement said. What this means is that <strong>now when a user clicks on an AMP link, they will see the publisher\u2019s original URL in the address bar<\/strong>. \u201cSigned exchanges enable displaying the publisher\u2019s domain when content is instantly loaded via Google Search. This is available in browsers that support the necessary web platform feature\u2014as of the time of writing, Google Chrome\u2014and availability will expand to include other browsers as they gain support (e.g. the upcoming version of Microsoft Edge).\u201d<br><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" width=\"198\" height=\"400\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/04\/ampdev-sxg.gif\" alt=\"\" class=\"wp-image-11703\"\/><figcaption>Signed Exchanges will allow publishers to retain their original URL in the address bar.<\/figcaption><\/figure><\/div>\n\n\n\n<p><strong>But what is a signed exchange and how does it work?<\/strong> Signed exchange is a file format that allows a browser to trust a document as if it belongs to the origin (read: publisher\u2019s website). Apart from displaying the original URL, signed exchanges also allow publishers to use first-party cookies, thereby simplifying how analytics tracking works on AMP pages.<\/p>\n\n\n\n<p>It\u2019s the solution publishers have been waiting for, but <strong>implementation may take time<\/strong>. In order for this to work, every technology on every step of the way, has to support signed exchanges, including the browser, the search engine, and the publisher&#8217;s website. For now, this means that original URLs will work for Chrome users accessing a webpage via Google search, and only if the original website has implemented support for signed exchanges.<br><strong>Also read: <a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/monetize-amp-inventory\/\" target=\"_blank\">The Right Way to Monetize AMP Inventory<\/a><\/strong><\/p>\n\n\n\n<p>This kind of slow, consensus-building approach is common to web standards. Remember how long it took for <a href=\"https:\/\/www.adpushup.com\/blog\/explainer-what-is-ads-txt\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">ads.txt standard<\/a> to gain traction among vendors and publishers? It\u2019s the same for signed exchanges. Nevertheless, it is a step in the right direction.<\/p>\n\n\n\n<p><strong>Want to get started?<\/strong> Follow the guide <a href=\"https:\/\/amp.dev\/documentation\/guides-and-tutorials\/optimize-and-measure\/signed-exchange\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Serve AMP using Signed Exchanges<\/a>, available on amp.dev. If you use a CDN provider, things may be a bit easier and you can just ask them directly if they can provide AMP signed exchanges. Cloudflare has <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/blog.cloudflare.com\/announcing-amp-real-url\/\" target=\"_blank\">recently announced<\/a> that it is offering signed exchanges to all its customers free of charge.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Google\u2019s Accelerated Mobile Pages (AMP) program has helped publishers drastically reduce page load times on the mobile web. The technology works by stripping away all non-essential page components and third-party scripts. Whenever you see the bolt icon next to a webpage, it means that the page will load within a fraction of the time taken<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":11702,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"2019-04-19T10:37:54Z","apple_news_api_id":"3412d199-0cda-48cd-929a-4004e819f923","apple_news_api_modified_at":"2019-04-19T10:48:54Z","apple_news_api_revision":"AAAAAAAAAAAAAAAAAAAAAw==","apple_news_api_share_url":"https:\/\/apple.news\/ANBLRmQzaSM2SmkAE6Bn5Iw","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"middle","apple_news_slug":"","apple_news_sections":"[\"https:\\\/\\\/news-api.apple.com\\\/sections\\\/2384f969-0b7d-3e23-907b-d8b4b94ce6f8\"]"},"categories":[6451],"tags":[6465],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>AMP Brings Support for Original Publisher URLs with &quot;Signed Exchanges&quot;<\/title>\n<meta name=\"description\" content=\"A common complain publishers have with the AMP platform is that their original URLs are not displayed in the address bar. Google is now fixing that problem.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/google-amp-signed-exchanges\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"AMP Brings Support for Original Publisher URLs with &quot;Signed Exchanges&quot;\" \/>\n<meta name=\"twitter:description\" content=\"A common complain publishers have with the AMP platform is that their original URLs are not displayed in the address bar. Google is now fixing that problem.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/04\/vector-lightning-in-pop-art-style-sign-of-superhero-vector-id675665086.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@adpushup\" \/>\n<meta name=\"twitter:site\" content=\"@adpushup\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Shubham Grover\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\",\"name\":\"AdPushup\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"sameAs\":[\"https:\/\/www.linkedin.com\/company\/adpushup\/\",\"https:\/\/www.facebook.com\/AdPushup\/\",\"https:\/\/twitter.com\/adpushup\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"width\":3294,\"height\":893,\"caption\":\"AdPushup\"},\"image\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"name\":\"AdPushup Blog\",\"description\":\"A\/B Testing, Monetization &amp; Ad Optimization\",\"publisher\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.adpushup.com\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/google-amp-signed-exchanges\/#primaryimage\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/04\/vector-lightning-in-pop-art-style-sign-of-superhero-vector-id675665086.jpg\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/04\/vector-lightning-in-pop-art-style-sign-of-superhero-vector-id675665086.jpg\",\"width\":1024,\"height\":768},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/google-amp-signed-exchanges\/#webpage\",\"url\":\"https:\/\/www.adpushup.com\/blog\/google-amp-signed-exchanges\/\",\"name\":\"AMP Brings Support for Original Publisher URLs with \\\"Signed Exchanges\\\"\",\"isPartOf\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/google-amp-signed-exchanges\/#primaryimage\"},\"datePublished\":\"2019-04-19T10:36:33+00:00\",\"dateModified\":\"2022-08-29T04:17:52+00:00\",\"description\":\"A common complain publishers have with the AMP platform is that their original URLs are not displayed in the address bar. 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