Google's AMP service is going too fast and "killing" publishers' advertising
Posted: Tue Jan 07, 2025 8:29 am
The loading speed of mobile websites (the same one that Internet users demand so much) can become, however, a particular "via crucis" for publishers.
According to Digiday , six different publishers (who prefer to remain anonymous) complain that advertising loads much more slowly than content on Google's AMP (Accelerated Mobile Pages) service . And that precisely because of this problem, they pocket less money per "pageview" on APM than on their own websites.
In one specific case, revenue from pageviews in AMP represents, for example, less than half of what the publisher receives from its own web pages.
Although the so-called “user experience” is almost perfect (perhaps too perfect) in AMP, the truth is that the content loads so quickly that the user scrolls before the ads even have a chance to load and reach the eyes of Internet users.
APM standardization restricts page design and also the different types of ads that albania phone number brands can use on this service, making it particularly difficult for publishers to solve a problem that inevitably cuts into their income.
One possible solution to this problem would be for Google to force advertisers to reduce the size of their ads on AMP , but such a measure (probably too drastic) could sit badly with companies that, after all, invest billions and billions in advertising on the all-powerful search engine from the Mountain View company.
Furthermore, today the number one goal of AMP is to improve the “user experience” and monetization (which is so important for publishers) is unfortunately in the background.
“The goal of AMP is to load content first and ads later,” a Google spokesperson told Digiday . “But we are working on making ads faster . However, to make advertising faster, the digital ecosystem first needs to internalize the idea that loading speed is just as important for ads as it is for content,” he stressed.
Some publishers may understandably feel a bit pissed off about their ads being “invisible” in AMP, but most of them are willing to deal with this (minor) inconvenience because they are more than aware that Google prioritizes AMP pages in searches (and that’s worth its weight in gold, even more than advertising).
According to Digiday , six different publishers (who prefer to remain anonymous) complain that advertising loads much more slowly than content on Google's AMP (Accelerated Mobile Pages) service . And that precisely because of this problem, they pocket less money per "pageview" on APM than on their own websites.
In one specific case, revenue from pageviews in AMP represents, for example, less than half of what the publisher receives from its own web pages.
Although the so-called “user experience” is almost perfect (perhaps too perfect) in AMP, the truth is that the content loads so quickly that the user scrolls before the ads even have a chance to load and reach the eyes of Internet users.
APM standardization restricts page design and also the different types of ads that albania phone number brands can use on this service, making it particularly difficult for publishers to solve a problem that inevitably cuts into their income.
One possible solution to this problem would be for Google to force advertisers to reduce the size of their ads on AMP , but such a measure (probably too drastic) could sit badly with companies that, after all, invest billions and billions in advertising on the all-powerful search engine from the Mountain View company.
Furthermore, today the number one goal of AMP is to improve the “user experience” and monetization (which is so important for publishers) is unfortunately in the background.
“The goal of AMP is to load content first and ads later,” a Google spokesperson told Digiday . “But we are working on making ads faster . However, to make advertising faster, the digital ecosystem first needs to internalize the idea that loading speed is just as important for ads as it is for content,” he stressed.
Some publishers may understandably feel a bit pissed off about their ads being “invisible” in AMP, but most of them are willing to deal with this (minor) inconvenience because they are more than aware that Google prioritizes AMP pages in searches (and that’s worth its weight in gold, even more than advertising).