For better or worse, time and patience is the luxury not many of us can afford nowadays. From mini videos to faster reading, everyone expects faster results. And that’s where Accelerated Mobile Pages (AMP) play a vital role. Let us explain how.   

What is AMP? 

AMP makes sure we can load the mobile websites faster. Mobile internet speed has always remained a big hurdle for users so AMP solves this problem with a unique approach. AMP aka “Accelerated Mobile Pages” is an open-source framework launched by Google and several other companies. 

AMP a brief history – 

AMP pages were first made available for web users in February 2016. Initially links to AMP pages were restricted to a “Top Stories” section of Google’s mobile search results, but later Google started linking to AMP content in the main mobile search results area. The initial response to AMP was positive because of its clever use case and partnerships with a number of major publishers, including Twitter, LinkedIn, Pinterest, and WordPress. AMP also claimed to deliver 4x speed improvements, a significant increase in mobile traffic (considering the speed factor), and conversions.

How is AMP used?

When implemented, AMP makes the mobile pages load instantly. It involves some design restrictions but the main advantage derives from a rendering trick that begins loading the page before it’s even visited. 

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How to identify an AMP link? 

Till a few months back, The AMP links were in Google search which could be identified with an icon. But now they have removed the icon and it shows up in the URL. 

Why is AMP important?

The study suggests that for optimized engagement, a mobile page should load within 3 seconds. But still, about 70% of mobile pages take more than 7 seconds to display all content. The study also suggests that when a page loading time increases from 1 to 6 seconds, the chances of visitors bouncing increase by 106%. 

AMP ensures optimized loading time so that publishers don’t lose valuable traffic, conversions, and revenue. 

Google also gives priority to the pages which are AMP compliant in the search and thus it helps publishers to get organic traffic to the website. AMP helps publishers to increase their PVs and user retention.

As a striving publisher, It’s crucial for you to have all the information about AMP and how advertising works on accelerated mobile pages. At Adgebra, we understand the needs of all our publishers. So, through this blog, we intend to help publishers understand more about AMP and how adgebra can help publishers earn additional ad revenue via AMP pages.

Things you should understand about AMP – 

  1. AMP focuses on loading pages faster even when data transfer is slow. To achieve this, AMP limits javascript and CSS components. Asynchronous javascript call allows the site to start building before all JS elements have been loaded It also leverages efficient caching to ensure the page is rendered faster.
  2. AMP sites work only when they are properly validated.
  3. If the website has custom fonts, then they have to be specially loaded.
  4. The images have to be standardised when it comes to the height and width of the images To avoid disproportionate-looking images
  5. You have to use AMP-approved extensions in case of video uploading on the websites.

How Does AMP Benefit Publishers?

  • Aspiring publishers can utilize AMP not only to improve user experiences on mobile but to meet key metrics for their websites. 
  • In today’s world, over 80% of all web traffic comes from mobile devices but it doesn’t convert into conversions as compared to desktop, AMP solves this problem by optimizing that experience. 
  • AMP helps publishers to increase their organic traffic and retain users. 
  • Publishers get to experience Increased website engagement and conversions due to more seamless experiences.
  • Data also shows that usage of AMP leads to decreased bounce rate since users will have shorter wait times.
  • It helps in Improved ranking in Google search results

Latest in AMP

From Jun 2021, Google has started using core web vitals as important criteria for page ranking. Core web vitals are made up of three components: content loading speed, interactivity and visual stability. 

Google has come up with a new set of guidelines and tools to help publishers to improve their websites on these parameters and help them improve the site loading and user experience. 

Please have a look at the guidelines provided by Google that apply to making your sites google friendly and helpful for AMP as well. 

Publishers have been facing challenges in monetizing AMP pages due to strict restrictions on the type of ads and the kind of 3rd party javascript codes they can have on AMP pages. Team adgebra has been able to help top publishers like Navbharat times, TV9, Timesnow, Sakshi, Hindustan Times, and more, earn additional advertising revenue from their AMP pages. 

Please write to us at to know more about AMP monetization.