It’s been a while since we talked about AMP and its benefits to publishers. As one of the early adopters of this technology, Adapex has been monetizing AMP pages since Day 1 of its introduction with a server-to-server full header bidding stack. When AMP first started, only Google could monetize but over the years, more and more header bidding partners have gained S2S capability and therefore can monetize on AMP. Let’s take a look and see what AMP offers now.
What is AMP?
AMP (Accelerated Mobile Pages) is an open-source library that provides a straightforward way to create web pages that load nearly instantaneously for users. AMP builds on your existing framework and lends flexibility and customization to all layouts and functions.
Benefits of AMP
One of the biggest benefits of AMP is that it improves the user experience on your site by speeding up the delivery of content. Providing a better user experience and improving your relationship with your user leads to higher engagement which ultimately leads to higher CPMs.
With faster loading, publishers also see lower bounce rates and more page views per session.
There are other factors that contribute to an overall increase in RPM (revenue per thousand) in addition to AMP, particularly in Mobile. And while there are many benefits of AMP for publishers, we have found that traditional mobile pages also generate healthy impressions per pageview.
Server to Server Header Bidding for AMP
Since AMP was first launched, more and more prebid Header Bidder partners have the ability to monetize on AMP. In theory, there is no limit to how many HB partners are supported server-side, and at the moment 100+ SSP partners are currently compatible with prebid header bidding on AMP pages. Since the calls are all managed in a prebid server, publishers have the ability now to maximize the number of bidders, without fears of slowing down AMP page load.
Developmental Costs
The biggest drawback for publishers with AMP is that the implementation can be time-consuming and difficult. But committing to AMP and working through the cons can bring the reward of higher CPMs.
Adapex is always here to help and share our experience with AMP. Interested in learning more about AMP or have AMP monetization questions? Reach out anytime.
