We’ve seen steady growth over the past year in AMP Stories and we are delighted to see the various ways content creators have taken advantage of the rich, immersive canvas for storytelling. We’ve been testing this with a handful for pilot partners and today, we are excited to give all content creators an opportunity to monetize their stories.

A CNN AMP Story showing a Google Pixel Story Ad

Introducing Story Ads

Story Ads are fullscreen ad placements that appear in AMP stories. When we set out to create the advertising experience for story ads, we built it on top of three principles:  

1. Immersive
We wanted to ensure that story ads were immersive and engaging. Like AMP story content, story ads use the entire screen to convey a brand or message using a combination of video, image, or animations. A user continues the tap gesture to skip over the ad if uninterested but also has a consistent way to explore the ad using the call to action button. In addition, every ad has a ‘consistent’ ad attribution label, so users are easily able to distinguish between an ad vs organic content inside a story.

Ad placement & insertion are orchestrated by the runtime and therefore story ads are shown to the user only once they have fully loaded. As a result, story ads by definition are 100% viewable.

2. Performant & Secure
Story ads leverage the open source AMPHTML ad framework, which ensures that the ads are always performant and secure. This is achieved by replacing custom JavaScript with powerful AMP components that provide ad functionality. You can learn more about AMPHTML ads here or check out the resources below to create AMPHTML ads specific for AMP Stories.

3. Open
Continuing in the AMP project’s footprints, we wanted to create an ad ecosystem where any ad provider could participate in delivering monetization solutions for story creators. AMP now has close to 100+ ad network integrations, and we hope to achieve a similar level of diversity for publishers. If you are an ad provider that wants to integrate with AMP stories, please reach out to us.

A Washington Post AMP Story showing a ‘Retropod’ podcast story ad

Today, we are launching support with Google Ad Manager to deliver direct sold ads.

Here is some helpful information to get started:

  1. Learn how to create an AMP Story ad
  2. Learn how to tag your AMP Story to serve ads from Google Ad Manager
  3. Learn how to traffic an AMP story ad in Google Ad Manager
  4. Play with a live sample on the AMP By Example page (the first ad will appear after the first 7 story pages)

Looking ahead, we are working with a number of publishers, advertisers, and ad providers to bring programmatic story ads capabilities and make it easy to create these ads.

As always, we look forward to your feedback.

Posted by Vamsee Jasti, Product Manager, AMP Project