AMP vs responsive web: the RPM gap nobody refreshes
Benchmark drop. Same article, two delivery paths (n=45 publishers, 28d):
— Responsive (full Prebid stack) $▮▮▮▮▮▮▮ session RPM 14.20
— AMP (limited demand, AMP-RTC) $▮▮▮ 6.10
AMP (Accelerated Mobile Pages) loads fast and historically won carousel placement, but its ad stack is gutted — fewer header-bidding partners, no flexible refresh, capped density. The speed win rarely covers the demand loss anymore.
With the carousel ranking advantage gone, AMP is a 50%+ RPM cut for a marginal Core Web Vitals gain you can get with good responsive engineering.
So what: Migrating AMP→responsive on monetized articles — session RPM ▲ 90-130%.
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AMP vs responsive web: the RPM gap nobody refreshes
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