Kevel has long believed that most ads are terrible, which is why we've spent years helping publishers find innovative ways to drive more digital revenue, whether that’s building unobtrusive native ads, seamless sponsored listings, or fast server-side ads.
AMP stands for Accelerated Mobile Pages, a novel open-source tech led by The AMP Project that helps speed up mobile web pages (which includes both page load and ad load times). Indeed, AMPHTML ads are 6x faster than regular ads on the same pages.
Kevel's partnership with the AMP Project enables publishers to speed up their AMPHTML ads even more by migrating all the markup to the client and returning a simple JSON ad from the server to minimize the amount of data being passed.
3rd-party proxies like Cloudflare partner with the AMP Project to digitally sign AMPHTML creatives, ensuring only approved ads are rendered. This ability to validate any random AMP html is very valuable to keeping AMPHTML ads safe and fast.
However, many creatives are pretty standard across publishers, so the AMP Project and Kevel have partnered to create ad templates that can be cached by the browser. Since these templates will be pre-approved by AMP, there's no need for that 3rd-party validation step. Instead, the browser can connect directly with Kevel, who will then send data about the winning ad back to the AMP cache for instertion into the template.
The Kevel AMPHTML ad process works like this:
In this scenario, the browser doesn't need to download any markup because it's already cached.
These benefits lead to better user experiences thanks to the quick page load times. Additionally, since the ad appears even faster, the ad request is not likely to time-out, leading to more impressions, clicks, and revenue.
If you're interested in learning more about Kevel's AMP capabilities, please reach out to us here.
James has been a thought leader in ad tech for over fifteen years. He is currently the CEO and founder of Kevel. An engineer by trade, he built Kevel with the goal of making the Internet a better place through tools that make it easy to monetize without resorting to page-slowing, data-harvesting banner ads.