AMP is an innovation due to the slow loading of web pages. In this world, only matter of speed and instant is assumed ideal, the bounce rate on pages that take more than 10 seconds have a major chance to get bounced off. AMP is the solution to that loading speed. Its rapidness is the compelling factor for the users to engage with the content more often. The advertisements are the biggest source of revenue for the on-line publishers, ad blockers are the biggest killers of these revenue sources. The new AMP format has been designed to ensure that faster web pages will disengage users to install software’s like ad blockers which eat up into revenues. This has convinced some of the most popular and leading ad networks like Amazon, Google Ad sense, AOL AdTech, Taboola, etc to use AMP ad extended component.