Google’s AMP(Accelerated Mobile Page) team has launched a new feature named Render on Idle. It has been specifically designed for increasing ad impressions per page by speeding up ad load when an ad is increased ad impressions per page by speeding up ad load when a user doesn’t take action on any user.

Render on Idle is available to publishers who are using DoubleClick AMP ad tag or any ad network which implements Fast Fetch, an AMP-specific mechanism which lowers the likelihood that users will see empty ad slots for allowing ad requests to happen since page count is rendering. Ads render just before the ad slot is in view.

The AMP team has stated that publishers testing the feature has seen an increase in impressions per page and offers just .5% increase in clicks and viewable queries by being able to provide ads when a user’s browser is idle with Render on Idle. Publishers who are sensitive to viewability rate need to set data-loading strategy for keeping current viewport offset & disable idle render.

Google AMP team launches 'Render on Idle' for loading ads promptly when browsers sit idly

  • Majority of publishers who have set DoubleClick AMP ad tag don’t need to take action for Render on Idle for running. The team lists two exceptions and remedies:-
  • Using remote.html: Fix by switching to Real-Time Config which enables integration with other technology partners.
  • Using ‘useSameDomainUntilDeprecated’: Resolve by removing that attribute from tags and use SafeFrame API which is now exposed to ads on AMP pages.

Ad networks will have to migrate from Delayed Fetch to Fast Fetch for Render on Idle to take effect.


Ritu from PageTraffic is a qualified Google Ads Professional and Content Head at PageTraffic. She has been the spear head for many successful Search Marketing Campaigns and currently oversees Content Marketing operations of PageTraffic in India.