The benefits of AMPThe benefits of AMPProduct Manager

In 2015, the mobile web was not in a good place. An analysis of more than 10,000 mobile web domains showed that the average load time for mobile sites was 19 seconds over 3G connections. As a result, new proprietary mobile web formats arose as companies that distributed content looked for new ways to keep their products compelling and asked publishers to use them. 

Publishers, who were already strapped for resources, told us they’d be unable to keep up with a pattern of each company inventing their own new format. After discussions with European publishers, we partnered with the industry to build a new format—one that was based on the web and that would work for a wide variety of platforms. It would preserve the publisher’s freedom to choose their own tools (such as content management systems, analytics, video players and advertising platforms), keep their own unique page designs, host the content on their own servers and monetize the way they wanted either with paywalls, ads or both. It would be open-source and extensible so that new capabilities could be introduced by anyone, platform and publisher alike. And that’s how the Accelerated Mobile Pages Project, or AMP, was created. 

We strongly believe AMP has played a positive role in reversing the trends that made it so difficult for publishers to achieve great user experiences at the time. The AMP Project’s evolution over the last five years, from enhancing product capabilities to joining the OpenJS Foundation, has helped us continue to collaborate with the news industry and deliver meaningful value to publishers. But there are several misconceptions about AMP, and we want to set the record straight. 

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