E-commerce at the speed of AMP

Early results for e-commerce companies that are investing in Accelerated Mobile Pages (AMP) are showing that the format is paying off in terms of conversions, speed, bounce rates and mobile acquisition costs.

  • Brazil-based Fastcommerce’s clients are seeing a 15% lift in conversions on mobile as compared to non-AMP pages across their 2M AMP pages 
  • WompMobile creates effective mobile experiences for e-commerce websites and saw a 105% increase in conversion rates and a 31% decrease in bounce rates with AMP pages. 
  • Wego.com, the largest travel marketplace in the Middle East and Asia Pacific, saw a 95% increase in partner conversion rates and a 3x increase in ad conversions after creating AMP versions of key landing pages. 
  • AMP drives close to half the mobile traffic of French organic retailer Greenweez and from January to March 2017, they saw an 80% increase in mobile conversion rates and 66% decrease in mobile acquisition costs.  

We’ve seen that AMP brings an almost-instant page load that makes it ideal for the first user interaction with your site. But there’s much more to an e-commerce experience than speed, and AMP is your ideal partner in this journey. For those of you that want to see similar success to Greenweez or Fastcommerce, we’d like to share an overview of all that is possible for e-commerce with AMP.

The Basics

Let’s start with the basics of your e-commerce site. Check out AMP for E-commerce Getting Started on the AMPbyExample website. There you can find sandbox examples to start building product pages, product category pages, and checkout/payment flows. Provide your customers with everything they need to make a decision – reviews, photos, product customization, and more.

Myntra, the largest online fashion player in India, saw a 60% improvement in speed and 40% reduction in bounce rates across their most important landing pages. By using amp-bind they also implemented sorting and filtering, and size selection on these pages to give their users a rich experience.

Some highlights of what AMP supports are:

  • Dynamic content: To ensure your customers are always seeing the freshest information, amp-list and amp-bind can be used to fetch and render up-to-date content on your pages.
  • Checkout/payments: You can implement a shopping cart and initiate check-out flows directly from within your AMP pages. Whether you want to use the Payment Request API, use amp-form, or redirect users to a non-AMP page on your website is up to you. WompMobile shared their payment implementation at this year’s AMP Conf, which you can check out in the linked video.
  • Personalization/log-in: amp-list can be used to provide personalized content to your customers – whether in the form of recommended products or saving the state of their shopping cart.
  • A/B Testing: To learn what works best for your users, you can use amp-experiment to conduct user experience experiments on your AMP pages.

For features that aren’t supported natively, you can use amp-iframe to embed content and incorporate features like chat applications, maps, or other third party features. Or if you prefer, you can also hand off to a non-AMP page on your website.


Many of these engaging and useful e-commerce experiences are made possible with amp-bind, an interactivity model which allows you to link user actions with different document states. Back in July, we detailed many examples of the new opportunities amp-bind brings – here are some more of the key ones for e-commerce.

In the example we built below, you can see filtering and sorting in action:


And as we’ve mentioned, you will probably discover more capabilities than what we’ve identified. Explore the possibilities and share with the community what you find.


When Wego, the largest travel marketplace in the Middle East, rebuilt their landing pages with AMP and their more interactive pages with PWA, they saw tremendous improvements in site performance. Their AMP pages saw more than a 10x increase in page speeds and a 12% increase in organic page visits.

While PWAs support engaging, app-like features, the Service Worker necessary for the PWA is unavailable the first time a user loads your site. AMP provides an ideal entry point to your site that allows the PWA to load behind the scenes. With their AMP + PWA implementation, Wego saw 95% more conversions and 26% more visitors to their site.

As you can see, e-commerce sites in particular can benefit from this combination: AMP dramatically speeds up the first page on your site and PWAs speed up the loading time for each subsequent click. This is especially useful when the conversion funnel spans multiple pages.

And as an added bonus, PWAs also support engaging, app-like features, such as add-to-homescreen buttons, push notifications, reliability in poor network conditions, and functionality even when the user is completely offline.

To learn more about how to implement an AMP + PWA site, check out our this video tutorial and  guide.


amp-analytics supports both third-party analytics tools and your own in-house analytics solutions. You can find a list of all the third-party tools that have built in configurations for use with the amp-analytics component here – including Adobe Analytics, Google Analytics, Clicky Web Analytics, and more. For in-house implementations, check out our AMP By Example on Analytics. At AMP Conf earlier this year, companies like eBay and Pinterest also went into more details about how they incorporated analytics for AMP, so check out the linked videos to learn more.

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The AMP Project is committed to helping sites utilize the format’s lightening fast speeds for e-commerce. You can expect to see additional resources, like new e-commerce templates on AMPstart.com in the coming months. Thanks to the AMP development community for your work and feedback. As always, please let us know if you have any issues or feature requests.

Posted by Lisa Wang, Product Manager, AMP Project

E-commerce at the speed of AMP

Even Faster Loading Ads in AMP

As we’ve talked about before, we can’t improve the web for all if we don’t address how ads behave on web pages. At Google I/O earlier this year, we hosted a session on ads in AMP where we talked about the journey needed to get from supporting basic functionality of ads on AMP pages to enabling a truly excellent advertising experience on AMP pages for users, publishers and advertisers. As we described in the talk, our vision to accomplish this involved three phases:

The first phase was completed when the AMP Project originally launched nearly two years ago and as of last week, we have hit another milestone in this roadmap by completing phase 2. The rest of this post explains what we accomplished in phase 2.

Major ad networks like AdZerk, DoubleClick, AdSense and TripleLift are already serving AMP Ads, taking advantage of the infrastructure built in phase 2. This launch not only makes AMP Ads render faster, but also makes regular ads on AMP pages faster.

Launching Fast Fetch

The biggest addition in phase 2 is ‘Fast Fetch.’ With Fast Fetch, we separate when the ad request is made from when the ad response is rendered. This allows us to make an ad request very early in the lifecycle of the page for all ad slots and only render the ads before the user is about to view them.

This is in contrast to what we call ‘Delayed Fetch,’ the legacy mechanism of requesting ads. In Delayed Fetch, ad request and rendering are done in one action which results in the user seeing a ‘loading indicator’ waiting for the ad to load. Delayed Fetch also has an additional constraint: the runtime does not request the next ad slot on the page for at least one more second to avoid conflicts with regular page content being able to load.

With Fast Fetch, ads are requested much earlier in the lifecycle of the page, allowing page rendering and creative selection in the ad server to happen in parallel.

Fast Fetch is 850ms faster at the 50th percentile and 2.7s faster at the 90th percentile as compared to Delayed Fetch.

Collaborative rendering for AMP Ads

When the ad response is in AMP format (AMP Ads), the AMP runtime renders it immediately. If the response is a regular ad, the runtime needs to wait until the rest of the content on the page is loaded. This is possible because we can be sure that the AMP Ad is performant, but no such guarantees exist with non-AMP ads.

Based on DoubleClick and AdSense experiments, AMP Ads load up to 1.6 seconds faster at the 50th percentile and up to 5s faster at the 90th percentile.

The faster an ad appears on screen, the higher the viewability of the ad. This is beneficial for brand advertisers because this exposes the brand to a wider audience. This is also beneficial for performance-based advertisers because higher viewability increases the chances that a user will interact with the ad.

Launching new features for Fast Fetch

A number of publishers are experimenting with AMP as the format for serving their content on their primary website. To support publishers in these efforts, Fast Fetch will bring additional advanced ad capabilities to AMP in the future, such as:

  • Competitive exclusions and roadblocks for AMP pages
  • Ability to refresh ads at a configurable frequency
  • Support for enhancing ad requests with targeting information to the ad server in real-time

If you’re a publisher (or an advertiser):

Thanks to DoubleClick and AdSense, eligible ads are automatically converted to AMP when the ad request is from an AMP page. You can expect this volume to increase as more formats are AMP convertible and as a result, benefit from higher viewability and click through rates of the ads served to your pages, without you making any changes.

If you’re an advertiser (or publisher) who develops the creative:

If you develop ads (whether you are a publisher or an advertiser), consider switching to AMP Ads to benefit from faster ads with high viewability and a great user experience. To get started, refer your in-house creative developers to this AMP Ads developer FAQ.

If you outsource development of your creative assets, you can work with an agency like JoyStick Interactive, who specialize in making AMP creatives. If you’re used to building assets using ad development tools, consider using Celtra’s Ad Creator to generate AMP Ads. AMP Ad support for other tools like Google Web Designer is also coming soon.

If you’re an ad tech platform: :

DoubleClick and Adsense ad tags are using Fast Fetch and seeing a tremendous decrease in latency. We’d like all ad networks to transition to Fast Fetch. Here’s a guide to help you transition. For AMP Ad signing, you can either work with Cloudflare to use their Firebolt service or, if you’re interested in signing AMP Ads yourself, reach out to us on Github.

“Cloudflare Firebolt makes it easy for any ad network to sign and serve ads globally with almost no additional development work required,” says Dane Knecht, head of product strategy at Cloudflare. “As part of our mission to help build a better Internet, Firebolt further enhances the global AMP ad experience, making it faster and more secure and resulting in better conversion rates.”

AMP Ads are also supported now on DoubleClick Ad Exchange (via Real Time Bidding) and DSPs can start supporting delivering their AMP ads over RTB.

We’ve come a long way with advertising in AMP, and we’re excited to head into phase 3. This includes:

  • Empowering ad networks to auto-convert and deliver AMP Ads.
  • Having ad servers support uploading and delivering custom made AMP Ads.
  • Building functionality that helps creative developers build AMP Ads.
  • Partnering with more ad creation tools to output AMP Ads by default.

As always, we look forward to hearing your feedback or opportunities on any of the above to partner for a better web.

Posted by Vamsee Jasti, Product Manager, AMP Project


Putting the AMP in Progressive Web AMPs: Meet the ShadowReader

We’ve previously written plenty about combining AMP & PWA, short for Progressive Web Apps. While the idea of preloading your PWA while the reader is reading your AMP page is fairly straightforward, the other combination pattern, where AMP is used as data-source to power your PWA, is less understood.

In my recent Google I/O talk, I claimed that you could get an AMP page to render within your PWA within a few minutes of writing code, and while that might be true, it doesn’t reflect all the work to be done in a production app. It was time to eat our own dogfood and build a production-ready PWAMP from scratch. Meet the Shadow Reader:


Contrary to our simpler previously released
React-based sample app, The ShadowReader demo app is is so-called ‘vanilla JS’ (with the exception of AMP, of course) – built from scratch to demonstrate all steps required to create the experience – and uses real-world feeds and AMP pages from The Guardian. You can experience it yourself on your phone (or via emulation) at https://amp.cards.

So what’s special about this app? For once, it demonstrates how quickly you can spin up a so-called “app shell” if you already have a corpus of AMP pages. Instead of a giant app that includes all templating logic to display articles, this app simply reads the Guardian’s RSS feeds, then delegates to AMP for rendering an existing AMP page inline when you click a card. This makes the engineering effort and app itself incredibly lightweight. More highlights:

  • Pulling in real-world data means solving real-world challenges
  • Weighs less than 10kb (~200kb if you include Guardian web fonts and AMP)
  • Smooth card transitions and skeleton UI’s to further accelerate perceived performance
  • Supports full URL-based navigation, sharing

If you’re a developer, dive through the source code and head over to my own blog to learn exactly how I’ve built each feature and element of the app, including the FLIP-based animations and the article views that seamlessly reconnect with lazy-loaded cards.

The Shadow Reader is half inspiration, half tutorial. Use it to evaluate whether the PWAMP route makes sense for your use-case, and don’t hesitate to reach out if you need help getting started. Now PWAMP all the things!

Paul Bakaus
AMP Developer Advocate, Google

Putting the AMP in Progressive Web AMPs: Meet the ShadowReader

AMP Roadmap update for end of Q2

We’ve updated the AMP Roadmap to reflect progress on existing priorities as well as several new projects. You can see the highlights below:


amp-bind, a flexible event binding system supporting more interactivity in AMP is now fully available in production. To find out more about the range of capabilities this feature brings to AMP, read our blog post. Recently we’ve also launched support for validating form inputs via AJAX (experimental but launching soon – example) and the building blocks to compose search-autosuggest using amp-bind.

We are also working on a set of features geared toward engaging experiences in AMP. Specifically, we’re planning to improve amp-image-lightbox this quarter, so developers can easily implement an immersive lightbox experience synced with amp-carousel. Scroll-bound animations are also slated to launch in the next couple months. Once that’s in place, we’ll re-purpose the general solution for parallax scrolling and contextually-displayed headers. Video will also get a new scroll-bound feature: the ability to minimize to the corner of the viewport after the inline video is scrolled away. This will enable users to seamlessly engage with other content on the page at the same time as a featured video.

In addition, we will soon make available new templates for AMP Start to help developers in more verticals make great-looking AMP pages. We’re also making it easier to configure AMP Start pages without having to edit code directly by developing an AMP Start template configurator.

Finally, we’ve started work on some longer-term features to support even more interactivity.

  • E-commerce websites in particular will benefit from dedicated client-side sorting & filtering components, as well as a date picker.
  • Those of you building responsive pages will benefit from a revamped sidebar component that has the ability to change display format based on the width of the viewport. For example, users can have a toggle-able sidebar on mobile that changes into a fixed-position header on desktop.
  • We’re expanding the capabilities of embedded content in AMP by supporting messaging between amp-iframe and other elements in the parent document.


As Q2 ended, we have begun to focus on supporting video analytics natively in amp-analytics, starting with amp-video. Available experimentally now and coming to production next week, publishers will be able to capture video-specific data that’s associated with video events like play and pause. The spec is available at the link above, so please give us any feedback on how the proposal matches up with your needs.

On other fronts, we are wrapping up work from the previous quarter to allow AMP extensions to collect data using amp-analytics, we plan to start work to support filters soon, and we expect to have various projects that add further ways to customize amp-analytics, like the reportWhen feature listed in the roadmap.


We’ve been working on helping publishers enhance ad request information for better targeting and therefore better monetization using a new feature called Real Time Config (RTC). RTC helps publishers earn more from their AMP inventory by enhancing the ad request with things like cookie-based targeting information or more broadly any audience related information in a safe and performant manner without negative consequences to the user experience. We want to ensure all targeting based use cases can be implemented using RTC. We look forward to your input on the Github Issue.

We are also addressing a long standing ask to enable sponsorship campaigns where advertisers require competitive exclusions or roadblocks in AMP pages. We’ve begun work on the ability to correlate all ad requests on an AMP page to achieve this functionality and will soon open it up for testing in experimental. Please let us know on Github if you’d like to test drive this feature.

As a reminder, we have a number of innovative AMP Ads (e.g. Lightbox ads created in AMP format) available on AMP By Example to modify and use for your own campaigns for free. With the launch of amp-animation, scroll bound animation based ads are also easy to incorporate in your direct sold campaigns.

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Thanks to the AMP development community for your work and feedback. As always, please let us know if you have any issues or feature requests.

Posted by Vamsee Jasti, Product Manager, AMP Project

AMP Roadmap update for end of Q2

amp-bind brings flexible interactivity to AMP pages

We invited developers to try out amp-bind in April to experiment with greater AMP page interactivity. Today we’d like to highlight that amp-bind is generally available and take a deeper dive into the feature, in order to give you a sense of just how much this expands AMP support—especially for e-commerce.

What is amp-bind?

We introduced amp-bind in an April blog post by saying:

amp-bind fundamentally changes the model for interactivity in AMP, while retaining AMP’s essential performance and UX assurances. amp-bind works more like a coding layer on top of AMP—going beyond the AMP Project’s historical approach of limiting interactivity to scoped, use-case-driven components like amp-carousel and amp-accordion. amp-bind links user actions with triggers for different document states, giving developers much more freedom in the types of interactions they can define.

While this definition is technically accurate, it’s also pretty abstract. The feature is so flexible that a broad description doesn’t really reveal what it can actually do.

What can amp-bind do?

One good way to start is to take a look at some of the basic behaviors for the feature. After that, you can try it out yourself by tweaking some of the code in the AMP by Example playground.

Building on what you’ve learned after mastering the basics, the examples below show you some of what’s possible when you combine amp-bind with other AMP HTML features.

  • Product color and size selection (detailed example below)
  • Server-side filter & sort (detailed example below)
  • Search results without page reload (detailed example below)
  • Search auto-suggest (detailed example below)
  • Carousel slide indicators (detailed example below)
  • Trigger navigation from “select” input
  • Smart buttons that update the state of the entire page state based on “like”, “thumbs up”, “add to cart”, etc. Could reveal a carousel of personalized recommendations based on this action, increment number of items in cart or “like” count.
  • Toggle between different views (list v. grid) of an array of items.
  • Toggle overlaying UI panels to customize product options before purchase
  • Hide/show tooltips
  • Use custom sliders to filter amp-list data
  • Change currency (e.g. from US dollars to euros) w/out updating the entire page
  • And more!

Product color and size selection


This example incorporates a number of features that are commonly found on product detail pages, though these features could also be separated and used individually if you don’t need the entire interaction. Here, amp-bind coordinates events and actions between amp-form, amp-selector, amp-carousel, and some basic CSS.

  1. User makes a selection in amp-form (with inputs using amp-selector for easy customization and clear semantics)
  2. There’s an event associated with each of these selections
  3. This event is coordinated through amp-bind to do a few things:
    1. trigger CSS display of one of three different amp-carousels (one for each color of apple)
    2. trigger “disabled” attributes (and therefore style) on form inputs where a particular size isn’t available for a particular color apple
    3. trigger updates to the price, based on the color of the apple

Because the page uses amp-bind, the user has visual confirmation of their selections, so they have the best possible understanding of their purchase before submitting the form.

Server-side filter & sort


Sorting & filtering with server-side data is now possible through amp-list[src] binding. It uses amp-bind to coordinate events and actions between the “select” input and amp-list. Let’s take a look step by step:

  1. User selects a sorting or filtering rule (let’s say “low to high”)
  2. There’s an event associated with changing the “select” input state
  3. This event is coordinated through amp-bind to trigger an update to an amp-list’s src attribute, appending a query param matching the sorting rule (?sort=price-ascending), which sends a call to the server
  4. The server responds with a list of results according to the sorting rule, which are rendered by amp-list according to its defined template

Because bind events can be triggered by an array of inputs, you can use this basic pattern for many other features, like adding additional results via a “show more” button, or paginating list results, so users can explore additional items in a list without re-loading the parent page. Developers You could even implement an experience where users refresh a list of personalized recommendations.

Best practice: statically display results on first loading the page, using div[placeholder], so there is no delay before the results are displayed to the user. Then, when the user interacts with the sorting & filtering mechanism, you can use amp-bind to issue a call through amp-list to an updated URL defined in the “src” attribute to display the results.

Search results without page reload


By fetching and displaying search results inline without a full page reload, users save bandwidth and can have a more seamless experience by retaining the context of the current page. The implementation approach is another application of binding to amp-list, this time using amp-form as well.

  1. User searches for “pear” through amp-form
  2. The event triggered by this search is coordinated through amp-bind to trigger an update to amp-list’s src attribute, appending a query param matching the search query (?searchProduct=pear), which sends a call to the server
  3. The server responds with a list of results according to the search query, which are rendered by amp-list according to its defined template

Search auto-suggest


This one (code here) adds a little bit more complexity to the amp-list[src] binding. It uses amp-bind to coordinate events and actions between amp-form and amp-list.

  1. User starts typing in the search box
  2. There’s an event associated with text input into form fields (debounced, to prevent these events from getting triggered with every button press)
  3. This event is coordinated through amp-bind to do two things:
    1. trigger visibility on a hidden div containing amp-list
    2. trigger an update to that amp-list’s src attribute, which sends a call to the server containing the partial query that the user has typed into the form
  4. The server responds with a list of potential results, based on this query, which amp-list renders through its template — and the user sees these options as auto-suggestions
  5. The amp-list template coordinates tapping on any one of these suggestions to update the form field, completing the interaction

Note: remember to turn off the browser’s automatic auto-suggest if you’re building your own, to avoid overlaying two different UIs for this function at the same time

Take a look at the example on GitHub to dive more into how this works. You can just copy-and-paste the example into your own page, and customize the template and your back end to serve just about anything: on one end of simplicity you could have more granular suggestions for words that the user could search for, and on the other you could display detail-rich cards for product results with prices, pictures, and ratings.

Carousel slide indicators


Here amp-bind is simply used to coordinate the index of amp-carousel with CSS styles on a simple page indicator (those four dots in the lower-left of the carousel).

  1. User swipes the slide in the carousel
  2. There’s an event associated with the change of the visible slide
  3. This event is coordinated through amp-bind to trigger a change in CSS styles for the pagination dots

This capability means that developers can configure a wide range of affordances to indicate that the carousel is swipeable, and don’t need to rely on the amp-carousel default arrows.

What’s next?

amp-bind is stable now, but it’s still actively getting more features. Based on feedback we’ve gotten from the community, we’re adding capabilities that make the component even more powerful—without sacrificing AMP’s essential performance and UX guarantees.

Among other things, the roadmap includes: updating URL query parameters and corresponding history state from bindings, to complete the sorting/filtering use-case; enabling messaging between iframes and their parent document, to enable rich interactions that cross the boundary between what can be inlined & embedded in AMP; and updated bindings to coordinate page state with forms validated through server calls.

Go forth! Explore! (and share what you find)

In the end, developers out there will probably discover more new capabilities than what we’ve identified here on the AMP team. So go forth! Explore! Experiment with amp-bind and let us know what you find—we’d love to see what you’ve built, and share with the broader AMP community.

As always, we want your feedback for amp-bind, and for any other feature you need support for in AMP. We’re looking forward to hearing from you!

Posted by Eric Lindley, Product Manager, AMP Project

amp-bind brings flexible interactivity to AMP pages

AMP Roadmap Update for Q2

We’ve updated the AMP Roadmap with our new projects and progress on existing priorities. Specifically we are focusing on format, analytics and ads improvements. Highlights from these areas below.


We’re doubling down on e-commerce, engagement, and developer tools this quarter, with big features in all three targeting completion by the end of June.

amp-bind, a flexible event binding system supporting more interactivity in AMP, is now available via origin trials, and targeting launch later this quarter. A recent addition to amp-bind is the ability to bind to amp-list’s src parameter. This opens up a wide range of functionality, including in-place sorting, filtering, pagination, and search results pulled in from an arbitrary server without re-loading or navigating the page. In addition, we’re implementing a method to support client-side sorting and filtering. These, along with two in-progress features, asynchronous form validation and form input autocompletion, should make it a lot easier to build robust e-commerce pages in AMP.

We’re also continuing to work on creating rich, engaging experiences in AMP. First, to better support rich imagery in AMP, we’ve refocused our efforts on improving amp-image-lightbox, so developers can easily implement an immersive lightbox experience synced with amp-carousel. Second, we’re continuing to work on scroll-bound behaviors. We’ve switched up the approach a bit to start by exposing a flexible framework for scroll-bound animations. Once that’s in place, we’ll re-purpose the general solution for parallax scrolling and contextually-displayed headers.

Finally, we’re building a handful of new templates for AMP Start to help developers in more verticals quickly make great-looking AMPs. To help customize the templates on the site, we’re also making it easier to configure AMP Start pages without having to edit code directly by developing an AMP Start configurator.


Several recent improvements have extended amp-analytics capabilities, particularly to support requirements for AMP ads. Tracking element visibility is now more flexible with the introduction of a waitFor property that can be specified alongside other visibility trigger parameters. We also plan on adding support to specify when visibility data should be reported (tentatively called “reportWhen”), which is useful for totals information (data that’s accumulated throughout the page lifecycle and reported just once).

We’ve introduced a mechanism to support varying the Client ID depending on viewing context. This has been employed as part of an announced change in Google Analytics — launching soon — that will bring consistency to how users are counted across AMP and non-AMP pages served from a publisher’s domain. It is available for other analytics vendors to use as well.

During the rest of the quarter, we will focus on launching support for AMP extensions to collect data using amp-analytics. We will also work on adding filter support to transform AMP variables prior to their being sent as part of analytics hit requests.


This quarter, we are focused on improving UX behaviors of existing ads, adding more options to improve monetization, and continue focus on supporting the ability to serve AMP ads using DoubleClick for Publishers.

We listened to your feedback that the current default ad placeholder was more conspicuous than we’d like it to be. We experimented with a few different options and settled on one that is more subtle than the previous version, which will roll out soon. We are also looking into optimizing how we load non-AMP ads served to AMP pages to help minimize the time a user sees the ad placeholder.

We are always working on ways to improve publisher monetization. Next month, we expect to launch the amp-ima-video component to allow serving pre-roll ads via the IMA SDK in the built-in browser video player. When a user dwells on the page for awhile, it can make sense to swap out an ad for another. We are working on a feature to auto refresh ads after a minimum interval to allow publishers to monetize more ads for the same number of pages.

The DoubleClick team is working on correlating ad requests on a single page to allow publishers to run ads that require competitive exclusions and roadblocks. The DoubleClick formats team is also working on the ability to deliver AMP creatives using the custom creatives type, which is expected to launch by July.

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Thanks to the AMP development community for your work and feedback. As always, please let us know if you have any issues or feature requests.

Posted by Rudy Galfi, Product Manager, AMP Project

AMP Roadmap Update for Q2

Bringing the speed of AMP to search & display ads

The following was posted on Google’s Inside AdWords Blog by Jerry Dischler, Vice President, Product Management, Google.

Succeeding on mobile starts with getting the basics right. People choose brands that meet their needs instantly and seamlessly. That means no matter how great your site looks, if it loads slowly, users will leave and you’ll miss out.

The open source Accelerated Mobile Pages (AMP) Project launched 18 months ago to help make the web better with faster experiences. Since then, we’ve been expanding how we surface fast-loading AMP pages on Google Search — starting with the top stories carousel and extending to organic search listings.

Today we’re introducing two new ways to harness the speed of AMP to improve advertising performance. First, we’re launching a new AdWords beta that lets you use fast-loading AMP pages as the landing pages for your search ads. Second, we’re speeding up ads served across the Google Display Network by using the same technology that makes AMP pages so fast.

Improving campaign ROI with AMP landing pages

We’ve said before that the median page load time for an AMP page from Google Search is under one second. If that wasn’t already fast enough, last week we announced that these pages are now twice as fast. No wonder AMP has been so widely adopted – more than 2 billion AMP pages have been published from 900,000 domains. Advertisers like Johnson & Johnson, Toll Brothers and eBay have already seen increased engagement with their brand by directing people to AMP pages from organic search results.

The new AdWords beta brings the performance benefits of faster mobile pages to search campaigns. Now, when advertisers link their search ads to AMP landing pages, consumers will get the fast mobile web experiences they’ve come to expect from AMP pages on Google Search. If you’re interested in participating in the beta, sign up here.

“We understand the importance of speed in delivering effective advertising campaigns. That is why we’re incredibly excited to apply the speed of AMP to our paid campaigns in AdWords,” says ‎Aaron Cocks, Online Marketing Optimization Manager at Toll Brothers

“Johnson & Johnson has seen great results in testing AMP with our product information pages. For specific pages, we’ve seen page speeds improve by 10x and engagement rates improve by 20%. J&J is looking forward to expanding our application of AMP,” says Paul Ortmayer, Head of Digital Analytics – EMEA at Johnson & Johnson

Ensuring display ads are seen with AMP

When ads load fast, people are more likely to see them. That means media budgets work more effectively and messaging strategies realize their full potential. Fast-loading ads also create better experiences for users.

To make ad experiences on the web a lot better and faster, the AMP Project launched the AMP Ads Initiative last year. The Initiative applies the technology powering fast-loading AMP pages to ads.

As of today, a significant number of ads shown on AMP pages across the Google Display Network are automatically converted and served in the new AMP ad format. We’ve found these ads load up to 5 seconds faster than regular ads even though the creative looks exactly the same. Ultimately, this ensures that your messages are actually seen by your intended audience and that the experience users have with your brand is seamless.

Speed matters. To meet the needs of today’s customers, you have to be fast. Bringing the speed and performance of AMP to advertising will help you deliver more effective campaigns that keep up with accelerating consumer expectations.

Posted by Jerry Dischler, Vice President, Product Management

Bringing the speed of AMP to search & display ads