The AMP, or Accelerated Mobile Pages project, is a website publishing technology led by Google for the purpose of improving the performance and user experience for mobile web content. In other words, it promises to ultimately speed up the internet for the benefit of the end user.
Starting from the end
How does it work?
Publishers looking to create an AMP optimized site will in fact create a “duplicate” version of their site that will be aligned with the AMP specifications. The result of this is that publishers will have two versions to their site: the regular site that is located under their URL www.company.com, and a secondary AMP optimized site that is located as sub-pages to the primary site: www.company.com/page/amp. There is also the option to replace your site altogether with an AMP optimized site, built to AMP’s specifications. This might leave you with a fairly stripped down site.
How does AMP affect digital advertising?
So what’s the catch?
What happens if your ad-server is not AMP approved?
While this methodology enables publishers to continue business as usual, the downside is that they may still be exposed to serving invasive scripts to their users. The recommended path for publishers is to check your ad server’s AMP certification status and partner with pre-approved ad servers for a more efficient monetization process.