The Accelerated Mobile Pages (AMP) blog announced they’ve completed phase 2 of 3 of their plans to make online ads faster and safer. AMP ads now feature ‘Fast Fetch’ rendering which make AMP ads, as well as non-AMP ads on an AMP document, much faster.

Google’s quest to create a “de facto” ad format for all online advertisements began two years ago with its initial rollout of AMP documents for publishers. Entering phase 2 of this plan, AMP ads are now faster than before and are being served over the AdSense, DoubleClick AdZerk, and TripleLift ad networks. AMP ads are also being served by DSC’s over the RTB system.

“Fast fetch’ ad tags improve upon “Delayed Fetch” rendering, which sent ad requests after page content finished rendering, resulting in significantly lower load speeds. “Fast Fetch” ad tags allow eligible ads from an AMP document to make server requests while content is rendering, allowing them to be fully rendered whenever a user scrolls over them.

Per the AMP Blog:

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.

Eligible ads on an AMP document will automatically be served in the AMP format with this update. Google is also encouraging tech platforms to begin using “Fast Fetch” tags on all advertisements.

With this update AMP ads will also have additional features. From the AMP announcement page, AMP ads will feature:

  • 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

These will only be available for advertisers who’ve made the AMP switch. Google rightfully claims that ads will receive higher engagement and click-through rates by making the AMP switch.

We’ve already seen the benefits of AMP for many publishers thus far. Slate saw a 44% increase in unique monthly visitors and a 73% increase in visits per unique monthly visitor after making the switch. Other publishers, such as the Washington Post and Wired magazine have shared similar results.

If you’d like to learn more about how Google AMP works, you can check out, Google AMP Explained | What You Need To Know or The Importance of Accelerated Mobile Pages (AMPs) for more information. Check out our CEO, Kris Jones, on Search Engine Journal as he reviews AMP and how it’s changed SEO so far.

Stay tuned for the final phase of the AMP ad project rollout. We’ll have more information as it arrives.