Google’s AMP (Accelerated Mobile Pages) team has just launched a handy new feature called Render on Idle. This feature is designed to increase ad impressions per page by speeding up ad load time when a user isn’t taking any action in a browser. What a great step towards helping businesses retain the youngest generation of mobile browser users. This is yet another feature that can help the internet reach the apex of the “I need it now” mindset.
Speed Up Your AMP Pages
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); ads will render just before the ad slot is in view.
Render on Idle Specifics
Ads load 12 viewports from the user’s scroll position (as opposed to 3) when the AMP scheduler is idle; no other page content will be retrieved or rendered. Obviously, by stopping excess content rendering, ads will load earlier in the page lifecycle. This should result in an increase in impressions with a much smaller increase in viewable impressions and clicks, hopefully giving more useful analytics to businesses as well.
AMP Results So Far
Publishers testing the feature have seen a 13 percent increase in impressions per page and just a .5 percent increase in clicks and viewable queries by being able to render ads when a user’s browser is idle with Render on Idle (according to marketingland.com).
Those publishers focused on delivering viewable impressions (one of the promoted benefits of Fast Fetch) should set data-loading-strategy=3 to keep the current viewport offset and disable idle render. Publishers using data-loading-strategy=prefer-viewability-over-views will use current 1.25 viewport offset with idle render disabled.
What Do You Need to Use Render on Idle?
Most publishers that have the DoubleClick AMP ad tag set up don’t have to do anything for Render on Idle to run–unless you’re:
- Using remote.html
- Fix this by switching to Real-Time Config; enabling integrations with other technology partners.
- Using ‘useSameDomainUntilDeprecated’
- Fix this by removing that attribute only from tags and use SafeFrame API.
Ad networks will need to migrate from Delayed Fetch to Fast Fetch for Render on Idle to take effect.