This page describes how to get started using AMPHTML ads with RTB. Check out the following Resources for additional information about AMPHTML ads and tools to help you get started.
High-level approach
RTB bid request
The RTB bid request indicates whether the request is coming from an AMP page and the requirements for AMPHTML ads.
AMP page
The BidRequest.site.ext.amp
field can be used to determine if
the request is coming from an AMP page. It can be set to the following values:
enum AmpPage { // This is not an AMP page . DIALECT_HTML = 0 ; // This is an Amp page . DIALECT_HTML_AMP = 1 ; }
AMPHTML ad requirements
The BidRequest.imp.ext.ampad
field can be used to determine the
requirements for AMP ads.
enum AmpAdRequirementType { // AMP ad requirements unknown . UNKNOWN_AMP_AD_REQUIREMENT_TYPE = 1 ; // AMP ads are not allowed . AMP_AD_NOT_ALLOWED = 2 ; // Either AMP ads or non - AMP ads are allowed ; // AMP ads are not early rendered . AMP_AD_ALLOWED_AND_NOT_EARLY_RENDERED = 3 ; // Either AMP ads or non - AMP ads are allowed ; // AMP ads are early rendered . AMP_AD_ALLOWED_AND_EARLY_RENDERED = 4 ; // AMP ads are required . // Ads that are non - AMP may be rejected by the publisher . AMP_AD_REQUIRED = 5 ; }
RTB bid response
The BidResponse.seatbid.bid.ext.amp_ad_url
field accepts a URL
pointing to AMPHTML ad content.
Verification of valid AMPHTML
For AMPHTML ads to be early rendered, the exchange is required to verify and
sign them, indicating that the ad is written in amp4ads <html
amp4ads>
creative format.
Ads that are valid AMPHTML will be allowed to render early by AMP pages. Ads that are not verified as valid AMPHTML will render at the same speed as non-AMPHTML ads.
Only AMPHTML ads should be returned in the amp_ad_url
.
In the future, if a publisher requires AMPHTML ads only, ads not signed as AMPHTML won't be rendered.
With Authorized Buyers, bidders will still be charged if they return a non-AMPHTML Ad to an AMPHTML ad-required adslot.
Server-side fetch
For AMPHTML ads to be early rendered, AMPHTML ad content must be rendered without requiring additional hops from the client. This is designed to avoid poor user experiences due to ad latency and extra client-side calls.
After a bidder wins the auction, the exchange will perform a
server-to-server request to retrieve the AMPHTML ad content located at the URL
provided in amp_ad_url
. Creative servers must respond and return
content within 300 ms.
The AMPHTML ad returned from the creative server will be injected into the
adslot and subsequently rendered. Note that a valid AMPHTML ad cannot contain
iframes or other <amp-ad>
tags. See the AMPHTML
ads spec
for more details.
Beta only feature: Contact your account team if you require this
During server-to-server retrieval of the AMPHTML ad (specified in amp_ad_url
), Authorized Buyers may pass the HTTP header and IP
from the user's browser to the creative server. This ensures the creative
server receives information similar to that sent from a standard client-side
fetch. In some cases, the IP address may be truncated to only the first 3 bytes
(IPv4) or first 6 bytes (IPv6). Contact your account team if you require this
feature. Here is a sample HTTP header:
Impression tracking URLs and click macros
RTB buyers often include impression trackers as a structured field in the
bid response (this is Bid.burl
, the "billing notice URL" in
OpenRTB 2.5).
With Authorized Buyers, these will be fired client-side; amp-pixel fires tracking URLs when the creative is rendered. amp-analytics can handle more advanced tracking use cases beyond rendering.
AMPHTML ads are required to contain a valid click macro in the AMPHTML. This will typically take the form of something like this:
<a href="%%CLICK_URL_UNESC%%http%3A%2F%2my.adserver.com%2Fsome%2Fpath%2Fhandleclick%3Fclick%3Dclk"></a> <a href="https://my.adserver.com/click?google_click_url=%%CLICK_URL_ESC%%"></a>
Cookie matching
Creatives often include cookie
matching
pixels within the creative code. AMPHTML ads can use the amp-pixel
and amp-analytics
components for this use case. If your use case cannot be accommodated by using amp-analytics
or amp-pixel
, open a GitHub issue
to discuss
alternate options. We welcome new extensions that can be broadly used by
a number of different companies. See detailed
guidelines
or a technical
guide
to building a new extension.
Sample AMP Ad URLs for testing
You can use the following sample AMPHTML ad content for testing:
Resources
The AMP Project and Google have released a number of resources to help you get started:
- Building ads in AMP
-
- AMPHTML ad Creative Format Spec (GitHub)
- AMPHTML ads Overview (GitHub)
- AMPHTML ads Website from the AMP Project
- Example AMPHTML ads
- Speed comparison —See how fast an AMPHTML ad loads in comparison to a regular ad. Best viewed on a 3G connection.
- RTB-specific proposals to IAB / OpenRTB Group
