This page describes how to get started using AMP Ads with RTB.
The AMP Project and Google have released a number of resources to help you get started:
- Building ads in AMP
- RTB-specific proposals to IAB / OpenRTB Group
RTB Bid Response
- The new
BidResponse.Ad.amp_ad_urlfield to be added to Ad Exchange bid responses that accept a URL pointing to AMP Ad content.
// The URL to fetch an AMP Ad. Only one of the following should be set: html_snippet, video_url, amp_ad_url. optional string amp_ad_url = 23
- In OpenRTB,
Google proposed a new field to the Bid object.
Bid Object Additional field: ampadurl
Field Type Description
string Optional means of conveying AMP Ad markup in case the bid wins; only one of ampadurl or adm should be set. Substitution macros (Section 4.4) may be included. URL should point to a creative server containing valid amp4ads html.
Verification of valid AMP
- For AMP Ads to be early rendered, the exchange is required to verify and
sign in at the time that the ad is written in
amp4ads <html amp4ads>creative format.
- Ads that are valid
amp4adswill be allowed to render early by AMP pages. Ads that are not verified as valid
amp4adswill render at the same speed as non-AMP Ads.
amp4adsshould be returned in the
- In the future, if a publisher requires
amp4adsonly, ads not signed as
amp4adswill not be rendered.
On Ad Exchange, bidders will still be charged if they return a non-AMP Ad to an
Owner: Exchange and Bidder
amp4adsto be early rendered, AMP Ad content must be fetched with 0 additional hops from the client. This is designed to avoid poor user experiences due to ad latency and extra client-side calls.
- The exchange's servers (not the client browser) will request the AMP Ad
content located at the URL provided in
amp_ad_urlafter a bidder wins the auction. Creative servers must respond and return content within 150 ms.
amp4adwill be injected into the adslot and subsequently rendered. Note that since a valid
amp4adscannot contain an iframe or another ad tag, the server-side fetch must retrieve the actual HTML of the creative.
Impression tracking URLs
Owner: Exchange and Bidder
- 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).
- On Ad Exchange, 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.
Creatives often include cookie
matching pixels within the creative code. AMP Ads can use the
components for this use case. If your use case cannot be accommodated by using
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
guidelines or a
guide to building a new extension.
Sample AMP Ad URLs for testing
Here are some example AMP Ad URLs with valid AMP Ad content that can be used for testing.