Google ramps up AMP (Accelerated Mobile Pages) with features dedicated to publishers.
Here, the search giant launches a feature it calls 'Render on Idle'. What it does, is increasing ad impression per page by speeding the ad loading time, only when a user isn't taking any action on the browser.
Available to publishers using DoubleClick AMP ad tag and any ad network that implements Fast Fetch, the feature aims to lower the chances users will see an empty ad slot.
Because most of the time AMP is faster than usual web pages, ads may show a bit late. And Render on Idle is meant to prevent that from happening.
Further reading: Explaining The Three Phases For Google AMP To Speed Up The Web
To make this possible, Google loads the ad on 12 viewports from the users' scrolling position when the browser is idle. Previously Google used 3. At this time, no other page content other than ads is retrieved or rendered.
As a result, Render on Idle should be able to deliver ads earlier in a web page's lifecycle, delivering higher ad impressions with a much smaller increase in viewable impressions and clicks. And with this, Google can deliver better ad performance than it previously can.
The AMP team said that publishers testing the Render on Idle feature have seen a 13 percent increase in impressions per page and a 0.5 percent increase in clicks and viewable queries .
Publishers using DoubleClick AMP ad tag and ad network using Fast Fetch don’t have to do anything for Render on Idle to run, with the exceptions:
- Using remote.html: The fix is to switching to Real-Time Config which enables integrations with other technology partners.
- Using
useSameDomainUntilDeprecated: One way to fix it is by removing that attribute from tags and use SafeFrame API.
Render on Idle feature is just another way Google wants to improve the performance of and user experience on the web. First launched in 2015, Google has been aggressively developing, promoting, and integrating AMP into various publishing platforms.
Further reading: Google Releases A Variety Of AMP Updates: The Project Continues To Expand