The big announcement!

AdPushup is now an AMP-approved RTC (real-time config) vendor! And given the fact that AMP Ads support header bidding which is one of AdPushup’s key propositions that helps publishers find lucrative monetization opportunities, this update becomes all the more special….because it is a matter of publisher trust!

AMP Context and History – The Rising Importance 

Fundamentally, the AMP project, an open-source offering, has aimed at delivering a positive user with the enablement of building mobile web pages and ads that are fast, appealing, and high-performing. In addition to being light, fast and to run on AMP-enabled as well standard HTML pages, AMP ads provide improved security (malware proof) and multiple ad formats, offering a wide range of avenues to publishers to increase ad revenue. User experience and engagement being of utmost importance, these attributes find increasing focus in the overall AMP landscape.

Also Read: How AMP Ads are Boosting Ad Revenue for Publishers

But why has there suddenly been a buzz around AMP Ads and auctions associated with them? 

Well as it stood, with the launch of the AMP project/offering for faster mobile pages, in-built javascript and header-bidding codes had been getting wiped out. This restricted the monetization options for publishers, blocking the header bidding channel. As a fix for this and seeing the plight of publishers and the community, AMP enabled the header-bidding option with its RTC feature. This was something new and publishers needed to implement this with reliable vendors, to have assurance around beneficial outcomes. 

Want to know more about AMP ads? Click here.

What This Means for Our Publishers

The full list of AMP-approved vendors can be viewed here

While accessing non-AMP approved vendors, publishers are required to go for the manual configuration of URLs and metadata. However, with the availability of AMP-approved RTC vendors such as AdPushup, publishers are simply required to add the call-out URL containing built-in macros, to the AMP RTC vendor registry. Post this, publishers can specify the vendor they wish to access, and update the macro with the substitute value. Vendors as a result, gain full control over the actual URL, with relevant inputs being the only simple requirement from publishers.. 

AdPushup Capabilities & Value to Customers

AMP Ads by AdPushup bring about a significant improvement in user experience and potential revenue opportunities: Some of these include:

  • Potential for increasing revenue – AMP Ads by AdPushup support server side header bidding ad offer greater access to demand partners..
  • Easier implementation – AMP tags can be created from the AdPushup dashboard from the AMP Ads app
  • Greater Reliability – As an AMP-approved RTC vendor, AdPushup brings greater credibility and reliability
  • Simplified management and multi-dimensional visuals – Performance reports can now be seen via reports by channels (s2s), ad unit formats, and by ad units
  • Hassle-free ad code creation – Ad refresh, or optimal refresh interval can be achieved using downward compatible ad sizes

In Closing

The official AMP approval for AdPushup strengthens the level of reliability publishers are looking for, particularly in the context of Header Bidding on AMP. To monetize AMP Ads, Adpushup is being increasingly looked at, as a partner of choice. Not only does such an affiliation testify to AdPushup’s AMP capabilities, but also demonstrates the ease with which AMP-approved RTC vendors can be seamlessly used by publishers. It’s only a matter of getting an RTC-defined macro added in the rtc-config vendor object, and higher revenue opportunities are set to present themselves, making publishers happy.

Find out more about how AdPushup’s AMP offering improves publisher revenue.


Shubham is a digital marketer with rich experience working in the advertisement technology industry. He has vast experience in the programmatic industry, driving business strategy and scaling functions including but not limited to growth and marketing, Operations, process optimization, and Sales.

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