Announcement and launch
The AMP Project was declared by Google on Oct seven, 2015 following discussions with its partners within the European Digital News Initiative (DNI), and different news publishers and technology corporations around the world, regarding raising the performance of the mobile network. quite thirty news publishers and several other technology corporations (including Twitter, Pinterest, LinkedIn, and WordPress) were ab initio declared as collaborators within the AMP Project.
AMP pages initial perceived to net users in Feb 2016, once Google began to point out the AMP versions of websites in mobile search results. ab initio links to AMP pages were restricted to a “Top Stories” section of Google's mobile search results; by Gregorian calendar month, 2016 Google started linking to AMP content within the main mobile search results space. AMP links in Google search are known with Associate in Nursing icon.
Growth and enlargement
In Feb 2017, a year when the general public launch of AMP, Adobe reported AMP pages accounted for seventh of all net traffic for high publishers within u. s.
In could 2017, Google reported 900,000 net domains were publication AMP pages with quite 2 billion AMP pages printed globally.
In June 2017 Twitter started linking to AMP pages from its iOS and humanoid apps.
Online Format
AMP pages are printed online and might be displayed in most current browsers. once a regular webpage has Associate in Nursing AMP counterpart, a link to the AMP page is typically placed in Associate in Nursing markup language tag in the ASCII text file of the quality page. as a result of most AMP pages are simply ascertainable by net crawlers, third parties like search engines and different referring websites will prefer to link to the AMP version of a webpage rather than the quality version.
AMP framework
The AMP framework consists of 3 components: AMP markup language, that is commonplace markup language markup with net components; AMP JavaScript, that manages resource loading; and AMP caches, that serve and validate AMP pages.
Most AMP pages are delivered by Google's AMP cache, however, different corporations will support AMP caches. web performance Associate in Nursing security company Cloud flare launched an AMP cache in March 2017.
Third party integration
Any organization or individual will build product or options which is able to work on AMP pages, provided they befit the AMP Project specifications. As of Gregorian calendar month 2017, the AMP Project's website listed around one hundred twenty advertising corporations and around thirty analytics corporations as AMP Project participants.
Performance
Google reports that AMP pages served in Google search usually load in but one second and use ten times less knowledge than the equivalent non-AMP pages. CNBC reported a seventy-five decrease in mobile page load time for AMP Pages over non-AMP pages, whereas Gizmodo reported that AMP pages loaded 3 times quicker than non-AMP pages.
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Parity with canonical pages
Google has declared that as of Feb one, 2018 it'll need the content of canonical pages and people displayed through AMP be considerably the identical. this can be aimed at raising the expertise of users by avoiding common difficulties with the computer programme and increase security and trust (see below).
General Criticism
AMP has been wide criticized by several within the school business for being a trial by Google to exert its dominance on the net by dictating however websites are designed and monetized, which "AMP is Google's try to lock publishers into its ecosystem". AMP has additionally been joined to Google's {attempt to|try Associate in Nursingd|try to|try to} deprecate URLs so users won't be able to in real time see whether or not they are viewing a webpage on the open net or an AMP page that's hosted on Google's servers. AMP has been represented as being "poisonous to the underlying conception of Associate in the Nursing open web.
There may be a sense during which AMP may be a Google-built version of the net," Joshua Benton, director of the Nieman Journalism science lab at Harvard. "We are moving from a world wherever you'll place something on your website to at least one wherever you can’t as a result of Google says, therefore."... "AMP is Associate in Nursing example of Google dialing up its anti-competitive practices underneath the nose of the competition regulators," same Ramon Tremosa, a Spanish member of the EU Parliament
Comparison of different formats
AMP is commonly compared to Facebook Instant Articles and Apple News. All 3 formats were declared in 2015 with the explicit goal of creating mobile content quicker and easier to consume. AMP Project supporters claim that AMP may be a cooperative effort among publishers and technology corporations, which AMP is intended to figure on the net rather than proprietary mobile apps.
Google's Richard Gingras said:
There's a really huge distinction between having a proprietary platform that claims it's open, Associate in Nursing having an ASCII text file platform that's hospitable anyone to change and adapt. it is the distinction between spoken language get my walled garden vs. not having a walled garden.
However, some critics believe that AMP is Associate in Nursing at hand walled garden as Google begins to host AMP-restricted versions of their websites directly on google.com:
They say AMP isn't really supporting the open net as a result of it's a “fork” or variation on markup language and one that Google basically controls...Some publishers have complained that as Google prioritizes AMP links—as it recently same can|it'll} waste mobile search—media corporations will lose even additional management as a result of AMP pages are hosted and controlled by Google. “Our mobile search traffic is moving to be majority AMP (google hosted and not on our site) that limits our management over UI, validation et al,” same one digital media government.
Google control
Matthew Ingram of Fortune expressed considerations regarding Google's role and motives concerning the AMP Project:
In a shell, these publishers are afraid that whereas the AMP project is nominally ASCII text file, Google is victimization it to form however the mobile networks, and particularly, to confirm a gradual stream of advertising revenue… quite the rest, the considerations that some publishers have regarding AMP appears to be a part of a broader concern regarding the loss of management over distribution in a very platform-centric world, and therefore the risks that this poses to ancient validation ways like show advertising.
These charges were rebutted by Google. Madhav Chinnappa explicit that AMP should be a cooperative business initiative so as for it to achieve the long-term:
I get a touch bit irritated once generally, folks decision it Google’s AMP, as a result of it’s not … AMP was created as Associate in Nursing open supply initiative which on behalf of me is that the reason for its success.
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In Gregorian calendar month 2018, Google began to transition AMP to an additional open governance model, with a technical committee composed of AMP-using publishers.
Monetization
Some publishers reported that AMP pages generate less advertising revenue per page than non-AMP pages. The Wall Street Journal’s Jack Marshall said:
AMP pages believe heavily on standardized banner ad units, and don’t enable publishers to sell highly-customized ad units, sponsorships or pop-up ads as they may on their own properties
Other publishers have reported higher success with AMP validation. The Washington Post has been able to generate roughly the identical quantity of revenue from AMP pages as from commonplace mobile pages, in step with the director of product Joey Marburger. CNN chief product officer Alex Wellen same AMP Pages “largely legitimatize at the identical rate” as commonplace mobile pages.
To improve advertising performance, the AMP Project launched the AMP Ads Initiative which incorporates support for additional advertising formats and optimizations to boost ad load speed.
Exploitation for malicious functions
Some observers believe AMP permits more practical phishing makes an attempt. One serious flaw, noted by school author Kyle Chayka, is that sordid parties UN agency misuse AMP (as well as Facebook's similar Instant Articles) modify junk websites to share several of the identical visual cues and options found on legitimate sites. “All publishers find yourself wanting additional similar than totally different. that produces separating the $64000 from the faux even tougher,” same Chayka.
In Gregorian calendar month 2017, Russian hackers used Associate in Nursing AMP vulnerability in phishing e-mails sent to inquiring journalists crucial of the Russian government and hacked into their websites. Google declared on sixteen November 2017 that it'll stop permitting sites victimization AMP for info to bait-and-switch sites. Google same starting Feb 2018, AMP pages should contain content nearly a dead ringer for that of the quality page they’re replicating.
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