(Accelerated Mobile Pages Project)

Introduction

The AMP Project is an open-source initiative that enables to pre-load web contents to sites, whether there are videos, images or animations contained in them.

Drawbacks

• You can only use the JS library provided by AMP not any other
• in case of sharing an AMP based site found in Google Search, the URL will redirect to google.com instead of the site itself

For further information please visit this site: https://www.ampproject.org

Example

<amp-ad width=300 height=250
    type="adverticum"
    data-goa3zone="123456789"
    data-costumetargetstring="bXVzdGJlYmVhc2U2NGVuY29kZWQ=" >
</amp-ad>

• Required parameter - data-goa3zone: Zone ID, which is from the Adverticum AdServer
• Optional parameter - data-costumetargetstring: Base64 encoded version of the value of the forwarded parameters.

For further information about CustomTargeting in Adverticum AdServer please visit this site: http://dev.adverticum.com/userdbangol:start

Technical details:

• https://www.ampproject.org/docs/reference/components/amp-ad
• https://github.com/ampproject/amphtml/blob/main/ads/vendors/adverticum.md

Frequently asked questions about implementing AMP using Adverticum AdServer

1. What targetings can be used with AMP? What limitations should be considered?

The options below work:

• O.R.E.: "site seen previously" version doesn't work, only "ads seen previously"
• Frequency
• GeoIP
• Mobile EXTRA targeting

 IMPORTANT! For correct operation, it's imperative for the AdServer to receive the Adverticum UserID. AMP sends this information as an unidentified user but it runs goa3 and builds the zone code in an iframe, so basically goa3 runs and sends the request to the serving system. If there has been goa3 serving on the device and the Adverticum cookies have been placed, then these cookies will also arrive with the request and the AdServer will be able to identify the device. So the M.O.R.E. targeting, frequency settings and other features requiring user identification will only function if this information is available for the AdServer.

• Customtarget: beside its general use this can be a substitution for other targeting options, like keywords targeting.
• URL targeting: can be used but works only if the required URL is set up at referer targeting (When AMP pre-loads the banner into an iframe, to this frame it gives a unique URL (something.ampproject.net) hence the customary way can't be applied.)
• Domain
• Tags targeting: in case the tags are set up at the zones on the administration interface

2. Does goal exclusions work with AMP?

Unfortunately, no. It is not allowed to run 3rd party javascript in the AMP environment.

(With the traditional goa3 method the javascript collects every zone on the site and sends them to the adserver in one request. The adserver making a decision on what banners to serve, taking exclusions into consideration as well, sends back the ads also in one answer. In case of using AMP, it creates an iframe for every zone and from that moment they function separately from each other. Every zone sends its own requests to the adserver and exclusion can't work between these requests.)

3. Are there any limitations about banners served through Adverticum in AMP environment? Can HTML5 creatives be used? How 3rd party codes work in this case?

The AMP project has its own, so-called AMP-HTML language, that is quite similar to HTML5. Most tags are standardized but there are some that are to be replaced by an AMP-HTML compatible version, like img, video, audio and iframe, and also there are some forbidden, like form, object, frame, base, param, embed.

Whether 3rd party codes are valid in the AMP environment isn't clear because in these cases, it depends on the code loading from an external source.

4. If an HTML5 banner uses the AMP standard can it be served through the easyHTML template? Is the easyHTML template AMP certified?

The easyHTML template is a script in itself not accepted by the AMP Project. You can find further information on the question here: https://validator.ampproject.org/

5. How resizing zones work in case of an empty or an interval sized zone?

After loading the banner the goa3 resizes the AMP frame to the size of it.

  IMPORTANT! Responsive or expanding banners' frames will receive the size of the banner. If the size of the banner changes after serving, for example, the phone is turned into another position or the banner expands into another size, etc. its frame won't resize, it keeps its previous size. In case the new size of the banner is bigger than the previous one only part of the creative will be visible.

If there is no banner in the zone, the frame will receive a 1x1 pixel size.