{"id":16798,"date":"2020-08-07T16:25:09","date_gmt":"2020-08-07T10:55:09","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=16798"},"modified":"2022-09-02T15:32:44","modified_gmt":"2022-09-02T10:02:44","slug":"monetize-amp-inventory","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/monetize-amp-inventory\/","title":{"rendered":"The Right Way to Monetize AMP Inventory","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>The <a href=\"https:\/\/www.adpushup.com\/blog\/publisher-guide-google-accelerated-mobile-pages\/\" target=\"_blank\" rel=\"noreferrer noopener\">AMP<\/a> (Accelerated Mobile Pages) Project is an open-source initiative by Google that makes web pages\u2019 loading fast and user friendly. It strips down all unnecessary JavaScript and CSS to give a swift user experience. AMP improves user experience by decreasing page load time, offering Google\u2019s CDN, and re-creating content-focused pages.<\/p>\n\n\n\n<p>Not limited to that, a clean web page is known to offer better viewability and CTR. While it offered various UX and SEO benefits, AMP has been <a rel=\"noreferrer noopener\" href=\"https:\/\/www.wsj.com\/articles\/google-amp-gets-mixed-reviews-from-publishers-1477648838\" target=\"_blank\">criticized by publishers<\/a> for not offering the same revenue as their full mobile sites.<\/p>\n\n\n\n<div class=\"poptin-embedded\" data-id=\"869476545ba06\"><\/div>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/monetize-amp-inventory\/#Challenges_Presented_By_AMP\" >Challenges Presented By AMP<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/monetize-amp-inventory\/#Your_AMP_Inventory_is_Worth_More_Than_You_Think\" >Your AMP Inventory is Worth More Than You Think<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/monetize-amp-inventory\/#How_to_Make_Most_Out_of_AMP_Inventory\" >How to Make Most Out of AMP Inventory?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/monetize-amp-inventory\/#AMP_and_Ad_Tech\" >AMP and Ad Tech<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/monetize-amp-inventory\/#AMP_with_Header_Bidding\" >AMP with Header Bidding<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.adpushup.com\/blog\/monetize-amp-inventory\/#AMPHTML_support_with_Google_Ad_Manager\" >AMPHTML support with Google Ad Manager<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.adpushup.com\/blog\/monetize-amp-inventory\/#Final_Word\" >Final Word<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-challenges-presented-by-amp\"><span class=\"ez-toc-section\" id=\"Challenges_Presented_By_AMP\"><\/span>Challenges Presented By AMP<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Unmatched expectations of publishers can be attributed to how AMP and advertising technologies work. Here are the reasons why AMP might not work for you:<\/p>\n\n\n\n<ul><li><strong>Removal of JavaScript:<\/strong> AMP is known to remove unnecessary JS and ad tags are JS code. Meaning, if you enable your webpages for AMP, many ad tags are removed and impression numbers are not the same as your expectations.<\/li><li><strong>Reporting discrepancy:<\/strong>&nbsp; With AMP pages, Google employs its CDN service for improved site rendering. This functionality sometimes <a href=\"https:\/\/www.seroundtable.com\/google-amp-inflate-metrics-23498.html\" target=\"_blank\" rel=\"noreferrer noopener\">inflates the pageviews<\/a>, giving publishers the wrong idea of their page traffic. This leads to reporting discrepancy \u2014 pageviews and expected revenue don\u2019t match.<\/li><li><strong>Tricky to forecast:<\/strong> Publishers, just like any business, rely on earning forecasts. This helps them attribute budgets for future\/upcoming projects. The mentioned discrepancy in reporting makes it difficult to forecast revenue.<\/li><li><strong>Difficult to find AMP demand:<\/strong> Brands, in general, launch bulk campaigns and don\u2019t put much attention to nitty-gritty like AMP inventory &#8211; they only want impressions and clicks. Since publishers face a hard time maintaining <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-ecpm\/\" target=\"_blank\" rel=\"noreferrer noopener\">a good eCPM<\/a> and CTR on AMP inventory, advertisers bounce off of and choose one with better ROI.<\/li><\/ul>\n\n\n\n<h2 id=\"h-your-amp-inventory-is-worth-more-than-you-think\"><span class=\"ez-toc-section\" id=\"Your_AMP_Inventory_is_Worth_More_Than_You_Think\"><\/span>Your AMP Inventory is Worth More Than You Think<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/amp-ads\/\" target=\"_blank\">AMP<\/a> is fast. It is the best thing that happened to the publisher\u2019s mobile sites. In a market, where the page load time requirement is as strict as 3 seconds, mobile pages have AMP as the best option. Also, now that mobile traffic has exceeded the desktop traffic, publishers can\u2019t stop using AMP even if it has a few cons.<\/p>\n\n\n\n<p>Want to know more about AMP ads? <a href=\"https:\/\/campaign.adpushup.com\/amp-ads\" target=\"_blank\" rel=\"noreferrer noopener\">Click here.<\/a><\/p>\n\n\n\n<p>If you implement the same practices for AMP as you do for the rest of your traffic, the results might be underwhelming. Given the high viewability score of AMP pages, eCPMs are subjected to rise. But those benefits are diluted under the technological shortcomings of publishers (we will discuss those later in the article).<\/p>\n\n\n\n<p>On the other hand, if you treat AMP like a premium inventory, then you need to understand that it only works for mobile devices. Meaning, you have to find demand partners for direct deal\/in the private marketplace looking for AMP mobile inventory.<\/p>\n\n\n\n<h2 id=\"h-how-to-make-most-out-of-amp-inventory\"><span class=\"ez-toc-section\" id=\"How_to_Make_Most_Out_of_AMP_Inventory\"><\/span>How to Make Most Out of AMP Inventory?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>There are publishers who use AMP and are still able to <a rel=\"noreferrer noopener\" href=\"https:\/\/amp.dev\/success-stories\/?category=publishers\" target=\"_blank\">generate good ad revenue<\/a> out of it. The trick lies in the optimization and the use of the right technology.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" width=\"901\" height=\"285\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/08\/AMP-helping-publishers.png\" alt=\"AMP helping publishers\" class=\"wp-image-16799\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/08\/AMP-helping-publishers.png 901w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/08\/AMP-helping-publishers-300x95.png 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/08\/AMP-helping-publishers-768x243.png 768w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/08\/AMP-helping-publishers-150x47.png 150w\" sizes=\"(max-width: 901px) 100vw, 901px\" \/><figcaption>Source: <a href=\"https:\/\/blog.amp.dev\/2018\/02\/14\/ads-and-amp\/\">AMP blog<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<p>Here are some tips:<\/p>\n\n\n\n<p><strong>Treat AMP inventory differently:<\/strong> For both direct and programmatic deals, you need to segment the AMP inventory for better targeting and tracking. Include all your demand sources to drive competition.<\/p>\n\n\n\n<p><strong>Take help from third-party:<\/strong> With the increased adoption of AMP, ad tech has improved its services to support AMP monetization. This includes header bidding with AMP, enabling <a href=\"https:\/\/www.adpushup.com\/blog\/how-to-use-amphtml-ads-for-better-and-faster-ad-serving\/\" target=\"_blank\" rel=\"noreferrer noopener\">AMPHTML ads<\/a>, and more in the pipeline.<\/p>\n\n\n\n<p><strong>Run multiple tests:<\/strong> Enabling AMP ads is not going to work if you do not test the placements. Testing is a never-ending part of ad monetization and the same is true for AMP inventory.<\/p>\n\n\n\n<p><strong>Run direct-sold campaigns:<\/strong> If you\u2019re unsure about enabling AMP, start by adding it to a few pages and sell it via direct-sold mobile campaigns, transparently. Measure its performance against standard inventory to establish the internal validation needed to move to the next step.<\/p>\n\n\n\n<p><strong>Pitch it with grace:<\/strong> Consider adding a separate section for AMP inventory in your media kit. Mention benefits like user experience, viewability, and better CTRs as highlights. Buyers of anonymous programmatic inventory might never see their ads on your pages \u2014 but your direct advertisers will. Focus on the quality of your audience, and advertisers should start turning in.<\/p>\n\n\n\n<h2 id=\"h-amp-and-ad-tech\"><span class=\"ez-toc-section\" id=\"AMP_and_Ad_Tech\"><\/span>AMP and Ad Tech<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>As mentioned above, technological shortcomings stop publishers from using AMP to its complete potential. Here are those shortcomings and solutions:<\/p>\n\n\n\n<h3 id=\"h-amp-with-header-bidding\"><span class=\"ez-toc-section\" id=\"AMP_with_Header_Bidding\"><\/span>AMP with Header Bidding<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Header bidding is known to optimize the number of demand partners for each impression in real-time. And AMP is known to present challenges of finding the right advertiser for it. Using these two sounds like a solution.<\/p>\n\n\n\n<p>To <a href=\"https:\/\/www.adpushup.com\/blog\/how-to-implement-header-bidding-on-amp\/\" target=\"_blank\" rel=\"noreferrer noopener\">implement header bidding on AMP<\/a>, publishers have two options:<\/p>\n\n\n\n<p><strong>1.) <a href=\"https:\/\/github.com\/ampproject\/amphtml\/blob\/master\/extensions\/amp-a4a\/rtc-publisher-implementation-guide.md\" target=\"_blank\" rel=\"noreferrer noopener\">Real-Time Config (RTC)<\/a><\/strong>, released by the AMP team in 2018 as an alternative to traditional header bidding for AMP-enabled pages.<\/p>\n\n\n\n<p>Since RTC is a native AMP feature, there are fewer chances of errors and therefore little or no debugging involved. It has a few downsides as well. The publisher cannot have more than 5 demand partners, and while the timeout can be configured to be lower than 1 second, it cannot exceed it. Also, it lacks customizations offered by traditional header bidding.<\/p>\n\n\n\n<p><strong>2.) Wrapper-based header bidding<\/strong>, where publishers work with vendors who provide a header bidding wrapper with AMP support.<\/p>\n\n\n\n<p>Since client-side setup has a high chance of being blocked by AMP, server-side integration works the best. Wrapper-based header bidding gets around the 5 demand partner limitation by routing bids through a single RTC slot. This means that you can add as many demand partners as you want. Wrappers will also provide publishers with reporting and analytics data, something for which RTC has no support at this time.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.adpushup.com\/header-bidding\/?utm_medium=inbound&amp;utm_source=blog&amp;utm_campaign=posts\" target=\"_blank\" rel=\"noreferrer noopener\"><em>We at AdPushup offer wrapper-based header bidding solutions to publishers with AMP inventory.<\/em><\/a><\/p>\n\n\n\n<h3 id=\"h-amphtml-support-with-google-ad-manager\"><span class=\"ez-toc-section\" id=\"AMPHTML_support_with_Google_Ad_Manager\"><\/span>AMPHTML support with Google Ad Manager<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p><a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-google-ad-manager\/\" target=\"_blank\">Google Ad Manager<\/a> publishers can simply turn on the AMPHTML ad feature to make their ads AMP friendly. You can update your existing ad tags or create new ones to signal buyers (networks) that this an AMP inventory.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" width=\"600\" height=\"549\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/05\/amp-ad-load-time-example.gif\" alt=\"AMP ad load time example\" class=\"wp-image-15360\"\/><\/figure><\/div>\n\n\n\n<p>Sample AMPHTML ad tag:<\/p>\n\n\n\n<pre class=\"wp-block-code\"><code>&lt;amp-ad width=320 height=50\ntype=\"doubleclick\"\ndata-slot=\"\/001122333\/name_of_ad_unit\"&gt;\n&lt;\/amp-ad&gt;<\/code><\/pre>\n\n\n\n<p>These <a href=\"https:\/\/www.adpushup.com\/blog\/ad-tags\/\" data-type=\"URL\" data-id=\"https:\/\/www.adpushup.com\/blog\/ad-tags\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad tags<\/a> can further be enabled with other basic features of GAM such as:<\/p>\n\n\n\n<ul><li><strong><a href=\"https:\/\/www.adpushup.com\/blog\/what-are-auto-refresh-ads-and-how-do-they-work\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ad refresh:<\/a><\/strong> Refresh ads to leverage high engagement on AMP pages<\/li><li><strong><a href=\"https:\/\/www.adpushup.com\/blog\/all-about-sticky-ads-and-how-to-make-the-most-of-them\/\" target=\"_blank\" rel=\"noreferrer noopener\">Sticky ad unit:<\/a><\/strong> Known to work best on mobile devices.<\/li><\/ul>\n\n\n\n<h2 id=\"h-final-word\"><span class=\"ez-toc-section\" id=\"Final_Word\"><\/span>Final Word<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>A few publishers are dependent on search benefits offered by AMP. They want better traffic \u2014 it being the number one selling point of their inventory.&nbsp;<\/p>\n\n\n\n<p>The user experience point is quite valid too \u2014 given the recent changes made to create a more transparent and user-friendly market.<\/p>\n\n\n\n<p>But <a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/how-amp-ads-are-boosting-publisher-revenue\/\" target=\"_blank\">publishers don\u2019t need to risk ad revenue<\/a> for all these. The industry has evolved to offer services (such as wrapper-based header bidding) and vendors who support AMP.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p class=\"has-large-font-size\"><strong>The AdPushup Edge<\/strong><\/p>\n\n\n\n<p>AdPushup\u2019s AMP Ads are designed to shoot up publisher revenue and enhance user experience.<\/p>\n\n\n\n<p>The benefits offered by our AMP Ads include:<\/p>\n\n\n\n<ul><li><strong>Potential for increasing revenue:<\/strong> AdPushup\u2019s AMP Ads support server-side <a href=\"https:\/\/www.adpushup.com\/header-bidding-guide\/\">header bidding<\/a> contributing up to 5-25% of a website\u2019s revenue. They are also able to tap into EBDA and AdX demand contributing to up to 30% demand. AdPushup\u2019s AMP ads also support sticky ads, resulting in greater revenue opportunities<\/li><li><strong>Easy implementation:<\/strong> AMP tags can be created from the AdPushup dashboard &gt;&gt; AMP Ads app section<\/li><li><strong>More Reliable:<\/strong> As an AMP-approved RTC vendor, AdPushup brings greater reliability, resulting in stronger credibility and customer relationships<\/li><li><strong>Simplified management and multi-dimensional visuals:<\/strong> Performance reports can now be seen via reports by channels (s2s), ad unit formats, and by ad units<\/li><\/ul>\n\n\n\n<p>Find out more about how AdPushup\u2019s AMP offering improves publisher revenue.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>The AMP (Accelerated Mobile Pages) Project is an open-source initiative by Google that makes web pages\u2019 loading fast and user friendly. It strips down all unnecessary JavaScript and CSS to give a swift user experience. AMP improves user experience by decreasing page load time, offering Google\u2019s CDN, and re-creating content-focused pages. Not limited to that,<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":16800,"comment_status":"open","ping_status":"close","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","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":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6451,6447],"tags":[6436],"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>The Right Way to Monetize AMP Inventory | Adpushup<\/title>\n<meta name=\"description\" content=\"AMP makes your mobile web pages fast and user-friendly. But are you monetizing it up-to its complete potential? Learn tips to optimize your AMP inventory.\" \/>\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\/monetize-amp-inventory\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"The Right Way to Monetize AMP Inventory | Adpushup\" \/>\n<meta name=\"twitter:description\" content=\"AMP makes your mobile web pages fast and user-friendly. But are you monetizing it up-to its complete potential? 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