AMP

The AMP Project Roadmap

The ongoing development of AMP is conducted in working groups, each with knowledge or interest in a specific area of AMP.

To make their work visible to the community all groups provide regular status updates with details of what they have accomplished and what's up next.

All of the updates listed here are available as issues on GitHub and we'd love you to join the conversation there!

Select working groups

Ads

Status Update Mon May 11 2020

What was accomplished

AMPHTML ads - Inabox regression cause found. Ran many experiments to catch back up. Currently back on track with normal amp release. (new regression found in canary with known cause) - Internal review of new format docs. - CSS change experiment currently running at 5% - IntersectionObserver on Firefox testing flakiness issues discussion in progress with Mozilla - Chunking experiment 0.1% on canary

Story ads - GDN alpha test with live publisher starting.

What is next

AMPHTML ads - Resume no-signing work - Monitor and optimize chunking experiment (many experiments running at the same time) - Launch CSS change - Bring new ad format design to external review.

Story Ads - Roll out GDN to larger set of publishers.

All details on GitHub

Ads

Status Update Mon Apr 27 2020

What was accomplished

AMPHTML ads - Debugging inabox performance regressions across April releases. - Continued work on chunking of FIE load (I2I: ampproject/amphtml#27584 & PR: ampproject/amphtml#27585) - CSS change experiment

Story ads - GDN backfill test complete. GAM Demo is ready. Some outstanding questions around adsense. - Monetization metrics exploration

What is next

AMPHTML ads - Continue to investigate regression losses. - Introduce manual regression test and explore other ways to optimize finding of root causes. - Investigation of popular unsupported reservation formats - Resume signing work

Story Ads - Alpha trial of auto generated creatives. - Finalize monetization metrics.

All details on GitHub

Ads

Status Update Mon Apr 13 2020

What was accomplished

AMP Monetization AMPHTML ads - More profiling of ff fallback, sticky ad & 3p network doc - Introduce chunking into long promise chain I2I: ampproject/amphtml#27584 & PR: ampproject/amphtml#27585

Story ads - Experiment and E2E testing of auto generated demand - Exploration of introduction of new story ads network

What is next

AMP Monetization AMPHTML ads - Submit chunking experiment and monitor results - Introduce manual regression test - Explore resuming no signing work.

Story Ads - Support integration of new ad server - Ramp up auto generated creatives experiment

All details on GitHub

Ads

Status Update Mon Mar 30 2020

What was accomplished

AMP Monetization

AMPHTML ads - Organized fast fetch findings into doc - Explored with Google Ad Manager team data on reservation formats - Module/nomodule: explore serving only module script for modern browsers - I2I for performance bisection script

Story ads - Ramping up new PM, working to prioritize impression tracking and serving changes. - Strategy around finding existing asset pipeline - Started discussion around available cookies in different serving contexts

What is next

AMP Monetization

AMPHTML ads - Profiling of fast fetch fallback code path - Introduce chunking into long promise chains for fast fetch eg load event - Find out if Ad Manager has potential to attract more amp ads supplies

Story Ads - Work with creation tools interested in integrating new ad server - Re-engage with GDN auto generated creatives

All details on GitHub

Ads

Status Update Mon Mar 16 2020

What was accomplished

AMP Monetization

AMPHTML ads - Exploration of fast fetch ads performance, identified potential targets - Removing AMPHTML ads singing WIP: working to understand crossover with perf improvements - Exploring new ads format, and established connection with Celtra to bring them to their users - Reviewing the module/nomodule experiment data, finding that inabox ads on Edge has underreported a lot of active views

Story ads - Met with Ad Manager teams around performance tracking, some concerns about web vs app tracking.

What is next

AMP Monetization

AMPHTML ads - Finalize ideas for potential UX metric improvements in conjunction with ad networks. - Removing AMPHTML ads singing WIP: may be reprioritized - Fixing inabox ads on Edge issues - Performance profiling for inabox ads

Story Ads - Escalation of impression tracking changes.

All details on GitHub

Ads

Status Update Mon Mar 02 2020

What was accomplished

AMP Monetization - Exploring "expand to scroll" ads format to better support the multi-size ads.

AMPHTML ads - Removing AMPHTML ads singing WIP: refactoring DOM streaming code. - Ran module/no-module experiment for inabox. Found issue with ads transformer.

Story ads - Design of impression tracking changes to be more inline with in-app interstitials

What is next

AMP Monetization - UX review & design review for "expand to scroll" ads format - Meeting Axios & Kargos to understand the current monetization challenges

AMPHTML ads - Removing AMPHTML ads singing WIP: Connect to new streaming logic. - Fixing the ads module/nomodule transformer and rerun module/nomodule experiment.

Story Ads - Working through impact of ad impression tracking with partner ad networks - Exploration of alternative ad placement strategies to help with shorter stories.

All details on GitHub

Ads

Status Update Fri Jan 31 2020

What was accomplished

AMP Monetization Met with Kargo to understand their experiences with AMP.

AMPHTML ads Started refactor work needed for AMPHTML ads signing. Introducing new statefulness to amp-ad-exit

Story ads Launched Bed Bath & Beyond Fixed CTA button rendering bug in Firefox.

What is next

AMP Monetization Explore design for an AMP bridge for Kargo and other Celtra based creatives. Reach out directly to Celtra team. Explore support of new types of creatives.

AMPHTML ads Changes to A4A base implementation and introduce experiment for removing signing. Investigate a test issue relating to Firefox reported by Google.

Story Ads Discussion around how impression logic should be implemented (web vs native options)

All details on GitHub

Ads

Status Update Tue Jan 21 2020

What was accomplished

AMP Monetization - Done security review removing signing requirement for AMPHTML ads.

AMPHTML ads - Exploring opportunities for AMPHTML ads to protect user privacy

Story ads - Supporting Adsense team for GDN launch - New "mobile like" view for fullscreen desktop - Fixed impression tracking logic

What is next

AMP Monetization - Implementation of removing signing

AMPHTML ads - Building more format examples of AMPHTML ads

Story Ads - Continue working towards launch of GDN creatives - Discussion around impression logic / parity with existing standards for other story products.

All details on GitHub

Ads

Status Update Mon Dec 09 2019

What was accomplished

AMP Monetization - Brainstorming a re-design of amp-ad - Further amp-link-rewriter design discussion with Amazon OneTag.

AMPHTML ads - Security review WIP for removing signing requirement for AMPHTML ads. - Module-no-module for inabox WIP - Some more refactoring work that was left for inabox-lite WIP - Fixed a regression in "iframe transport"

Story ads - Helping more advertisers and publishers launch

What is next

AMP Monetization - Re-design of amp-ad

AMPHTML ads - Design review: Removing signing requirement for AMPHTML ads - Module-no-module for inabox - Complete the refactoring work that was left for inabox-lite

All details on GitHub

Ads

Status Update Mon Nov 11 2019

What was accomplished

AMPHTML ads - inabox-lite is fully launched! with ~26% size reduction in total. - Started a discussion around removing signing requirement for AMPHTML ads.

Misc - New vendor integration guidelines on amp.dev. - Worked with Amazon OneTag & Apester media to finalize their AMP integration designs

Story ads - Ramping up more publishers and advertisers. Two new advertisers launched. - Remove CTA restriction

What is next

AMPHTML ads - Module-no-module for inabox - Complete some refactoring that was left for inabox-lite

Story ads - Helping more advertisers and publishers launch - Testing serving auto-generated GDN demand

All details on GitHub