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The AMP Project Roadmap

Note: This is a high level overview suitable for all audiences. For a more detailed developer view, head to Github.

Next Up

  • Create an onboarding developer portal for ads

    The feature captures the development of a portal that would help developers understand the tools available to them both for ads being served to AMP pages and non-AMP Pages, including when the ads are legacy ads (ads with JS in them) vs when they are AMPHTML ads.

  • Instrument & tweak legacy ad performance with no impact to UX
    • Legacy ads (ads that consist of JS) on AMP pages some times have indeterministic behavior in regards to how quickly they appear on screen. This can happen in two different situations: 1) When the AMP page loads and looks entirely loaded by the ads take close to 5-6 seconds to load 2) Ads further down the viewport (even within 5 viewports) are not rendered even when scrolling down 10 seconds after pausing in the first viewport.
  • Support rendering Sponsored Story Ads within stories

    Sponsored Story Ads could be entirely inlined within the organic story instead of having to load the sponsored story in a new tab or with a redirect. Full design in the works.

  • Instrument and speed up non-AMPHTML ads

    AMPHTML ads are given preference over non-AMPHTML ads on AMP pages. This is because we don't know how non-AMPHTML ads can affect performance of the AMP page. The degree to which they are throttled should be instrumented and ensured that there are no idle cycles being spent after page load and before the ads are being loaded.

  • Ads - Add Auto-Ad support for all ad networks

    AdSense currently support auto ads. Make it generically available for any network to implement auto ads support.

In Development

  • Support Viewability and Spam Detection instrumentation in AMPHTML ads

    Unlike regular ads where viewability and spam detection services can run custom JavaScript, AMPHTML ads don't allow that. This feature enhances amp-analytics in a way that 3rd parties can integrate to instrument viewability and collect signals for spam detection.

  • Support AMPHTML ads in mobile apps

    This will require the ads SDK that renders the ad to recognize and deliver the AMPHTML ad to get information like view-ability and getting scroll bound animations to work.

  • Rewrite the AMP Runtime for ads

    When an AMPHTML ad is inside an non-AMP page context, it loads the entire AMP runtime. Although the AMP runtime is performant, it still has a lot of functionality that is irrelevant for rendering an ad. (e.g. scheduling) This feature captures the effort to rewrite the AMP runtime in a way that's specifically catered for ads and in the process, reduce the ad runtime size to 50% that of the AMP runtime and also decrease ad render time. In addition, this feature will also include additional ad specific library compliance like SafeFrame and MRAID out of the box.

  • Support IAB Consent Framework using amp-consent

    At the moment, consent within amp-consent is binary. Either the user can accept consent for all vendors on the page or reject consent for all vendors on the page. This feature provides the ability for a user to accept or reject consent on a per vendor basis. Further, this could also be enhanced to support consent on a per vendor and per purpose basis. for e.g. a user should be able to give consent at a granular level to Vendor A for the purpose of analytics but reject consent to Vendor A for the purpose of ads. Master issue is #15651

  • Enhancements to amp-consent

    This is a master issue to track the second phase of amp-consent which focuses on more advanced use cases of amp-consent. All active features in discussion from the initial amp-consent [implementation] (#13716 ) have been moved to this issue.

  • Implement support for publisher served ads in AMP Stories

    This feature will enable a publisher to hardcode an ad story page inside an AMP Story until more ad servers support delivery of ads for AMP Stories.