Myth: AMP is dead, so ad-ops can ignore it

Myth: AMP is dead, so ad-ops can ignore it
Since Google dropped the AMP ranking boost, the take is 'rip it out.' For monetization that's half-informed.
— AMP still constrains which ad formats and header-bidding setups render via amp-ad and RTC-config
— Yanking AMP without rebuilding the canonical's ad stack creates fill gaps and CLS spikes
— Some demand partners still treat AMP traffic differently in their seller paths
Deprecation in search isn't deprecation in your stack.
Impact: plan an ad-stack parity test before deleting AMP pages. (sourced)