Google announces AMP speed and viewability enhancements for ads

Yesterday, Google’s AMP (Accelerated Mobile Pages) group announced enhancements to ads served in AMP. Specifically, the project has entered phase two of its three-phase plan for supporting comprehensive advertising functionality in AMP.
While phase one focused on basic support for ads within AMP, phase two focuses on speeding up AMP ad rendering, utilizing what they call “Fast Fetch” — separating the ad request from the ad rendering. Fast Fetch — vs. their previous method, “Delayed Fetch” — allows the ad request to happen while the page content is being rendered, and then only renders the ad before the ad slot is in view for the user.

From their announcement:

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.

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