07 Mar '18, 3pm

Google AMP team launches 'Render on Idle' to load ads faster when browsers sit idle

Google’s AMP (Accelerated Mobile Pages) team has launched a new feature called Render on Idle that is designed to increase ad impressions per page by speeding up ad load when a user isn’t taking any action in a browser. Render on Idle is available to publishers using the DoubleClick AMP ad tag or any ad network that implements Fast Fetch , an AMP-specific mechanism that lowers the likelihood users will see empty ad slots by allowing ad requests to happen as page content is rendering. Ads render just before the ad slot is in view. From the announcement: With Render on Idle, ads load 12 viewports from the user’s scroll position (as opposed to 3) when the browser is idle, no other page content is being retrieved or rendered. This delivers better ad performance by loading ads earlier in the page lifecycle. More from the Github page : [Ad] Slots not marked with data-loading-str...

Full article: https://searchengineland.com/google-amp-team-launches-ren...

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