"Keep AMP, the network monetizes it fine"

"Keep AMP, the network monetizes it fine"

Steelman: networks did build AMP-compatible ad paths, and AMP pages do load fast, which helps engagement metrics.

The asterisk: AMP inventory monetizes through a thinner, more restricted ad path than your canonical pages. Same network, lower ceiling — and the blended RPM hides it.

🚩 Hidden variable: traffic share on AMP. If 40% of your sessions land on AMP, your site-wide RPM is being dragged down by an inventory type the network can't fully fill. You blame the network; the format is the cap.

Compare canonical RPM vs AMP RPM as separate lines before judging the network. The split is usually brutal and entirely invisible in the headline number.

Not saying AMP is dead-wrong — saying its lower ceiling masquerades as a network problem.