Accelerated Mobile Pages Explained

Accelerated Mobile Pages
Author:Google
Current Status:Online
Website:amp.dev

AMP (originally an acronym for Accelerated Mobile Pages[1]) is an open source HTML framework developed by the AMP Open Source Project.[2] It was originally created by Google as a competitor to Facebook Instant Articles and Apple News.[3] AMP is optimized for mobile web browsing and intended to help webpages load faster.[4] AMP pages may be cached by a CDN, such as Cloudflare's AMP caches, which allows pages to be served more quickly.[5] [6] [7]

AMP was first announced on October 7, 2015.[8] After a technical preview period, AMP pages began appearing in Google mobile search results in February 2016.[9] [10] AMP has been criticized for potentially giving further control over the web to Google and other concerns.[11] The AMP Project announced it would move to an open governance model on September 18, 2018, and is part of the OpenJS Foundation as of October 10, 2019.[12] [13] [14]

History

Announcement and launch

The AMP Project was announced by Google on October 7, 2015, following discussions with its partners in the Digital News Initiative (DNI), and other news publishers and technology companies around the world, about improving the performance of the mobile web. More than 30 news publishers and several technology companies (including Twitter, Pinterest, LinkedIn and WordPress) were initially announced as collaborators in the AMP Project.[15] [16]

AMP pages first appeared to web users in February 2016, when Google began to show the AMP versions of webpages in mobile search results. Initially links to AMP pages were restricted to a "Top Stories" section of Google's mobile search results; by September 2016 Google started linking to AMP content in the main mobile search results area.[17] At the time, Google search distinguished AMP links with an icon.

According to one of the co-founders of the AMP Project, Malte Ubl, AMP was originally called PCU, which stood for Portable Content Unit.[18]

Growth and expansion

In September 2016, Microsoft announced support for AMP in the Bing apps for iOS and Android.[19]

In February 2017, a year after the public launch of AMP, Adobe reported AMP pages accounted for 7% of all web traffic for top publishers in the United States.[20]

In May 2017, Google reported 900,000 web domains were publishing AMP pages with more than two billion AMP pages published globally.[21]

In June 2017, Twitter started linking to AMP pages from its iOS and Android apps.[22]

In September 2018, Microsoft began rolling out its own Bing AMP viewer and AMP cache.[23]

On December 7, 2018, AMP announced their official WordPress plugin, which allowed WordPress websites to include AMP-ready pages.[24]

As announced by AMP's tech lead Malte Ubl at AMP Conf '19, AMP is now just AMP, and does not stand for Accelerated Mobile Pages anymore.[25] AMP is designed to be mobile friendly but isn't just for mobile. It works across many device types, including desktop and tablet, and comes with helpful responsive design features.[26]

Decline

Starting in 2021, support for AMP was discontinued in some apps. In November, Twitter updated its developer guidelines to say that "We’re in the process of discontinuing support for this feature"; the Twitter mobile apps for Android and iOS simply load the non-AMP versions of webpages.[27] In April 2021, Google removed AMP as an SEO criterion in favor of page loading speed and other "page experience" metrics. In search results, the Top Stories list will no longer be restricted to AMP pages, and AMP pages will no longer be distinguished by an icon.[28]

On April 20, 2022, Brave Browser rolled out new features to automatically bypass AMP pages.[29] Also on the same day, DuckDuckGo announced that they will also automatically bypass AMP pages on their DuckDuckGo browser and on their DuckDuckGo Privacy Essentials browser extension.[30]

On November 29, 2023, Ghost (blogging platform) announced the removal of AMP in a coming update. Listed reasons for removal are that web development has grown beyond needing AMP, Google is no longer using it as a ranking factor, bad user experience, and decreased adoption. [31] [32]

AMP Framework

AMP HTML

The AMP framework consists of three components: AMP HTML, which is standard HTML markup with web components; AMP JavaScript, which manages resource loading; and AMP caches,[33] which serve and validate AMP pages.[34]

Most AMP pages are delivered by Google's AMP cache, but other companies can support AMP caches. Internet performance and security company Cloudflare launched an AMP cache in March 2017.[35]

Web Stories

Web Stories, known as AMP Stories until April 2020,[36] were introduced in 2018.[37] Web stories are a mobile-focused format for delivering news and information as tap-through stories.

AMP Email

In 2018, Google announced the new AMP Email section of the AMP framework.[38] AMP for email allows senders to include interactive AMP components inside emails. Email clients that support AMP are able to display components directly inside the email.[39] When viewed in an unsupported email client, AMP emails display fallback HTML no different from a standard HTML email as an alternative.[40]

AMP Ads

AMP Ads are new way to deliver digital ads for AMP enabled pages. These ads are different from traditional HTML/JavaScript ads. AMPHTML ads load as fast as content, increasing viewability and enticing engagement. AMPHTML ads are only delivered after being validated, ensuring that the ads are free of malware.[41]

Technology

Online format

AMP pages are published online and can be displayed in most current browsers.[42] When a standard webpage has an AMP counterpart, a link to the AMP page is usually placed in an HTML tag in the source code of the standard page.

Third-party integration

Any organization or individual can build products or features which will work on AMP pages, provided they comply with the AMP Project specifications. As of July 2017, the AMP Project's website listed around 120 advertising companies and around 30 analytics companies as AMP Project participants.[43]

Performance

Google reports that AMP pages served in Google search typically load in less than one second and use ten times less data than the equivalent non-AMP pages.[44] CNBC reported a 75% decrease in mobile page load time for AMP Pages over non-AMP pages,[45] while Gizmodo reported that AMP pages loaded three times faster than non-AMP pages.[46]

An academic paper about AMP reveals that AMP pages' page load time is 2.5 times faster than non-AMP versions in Google's search result page without pre-rendering. With pre-rendering, the AMP version is approximately nine times faster than the non-AMP version, though pre-rendering may consume additional mobile data.

Parity with canonical pages

Google has announced that as of February 1, 2018, it will require the content of canonical pages and those displayed through AMP be substantially the same. This is aimed at improving the experience of users by avoiding common difficulties with the user interface, and increase security and trust (see below).

Reception

Comparison to other formats

AMP is often compared to Facebook Instant Articles and Apple News.[47] [48] All three formats were announced in 2015 with the stated goal of making mobile content faster and easier to consume.[49] [50] AMP Project supporters claim that AMP is a collaborative effort among publishers and technology companies, and that AMP is designed to work on the web instead of proprietary mobile apps.

Google control

Google's Richard Gingras said:

However, some critics believe that AMP is an impending walled garden as Google begins to host AMP-restricted versions of their websites directly on google.com:

AMP has been criticized by figures inside the tech industry[51] [52] [53] [54] as an attempt by Google to exert its dominance on the web by dictating how websites are built and monetized, and that "AMP is Google's attempt to lock publishers into its ecosystem".[55]

Joshua Benton, director of the Nieman Journalism Lab at Harvard University, said: "There is a sense in which AMP is a Google-built version of the web. We are moving from a world where you can put anything on your website to one where you can't because Google says so."[56] Ramon Tremosa, a Spanish member of the European Parliament, said: "AMP is an example of Google dialing up its anti-competitive practices under the nose of the competition regulators."[56]

Matthew Ingram of Fortune expressed concerns about Google's role and motives regarding the AMP Project:

These charges were rebutted by Google. Madhav Chinnappa stated that AMP must be a collaborative industry initiative in order for it to succeed in the long term:

In September 2018, Google began transitioning AMP to a more open governance model with governing committees composed of different stakeholders in the project, ranging from publishers that use AMP including The Washington Post and Axios to other companies such as Microsoft and Twitter.[57] [58]

Pre-rendering problems

Some AMP implementations such as Google search results use pre-rendering to improve loading speeds of AMP pages. As in other cases where pre-rendering is used, this is out of the user's control and may increase data usage.[59]

Monetization

Some publishers reported that AMP pages generate less advertising revenue per page than non-AMP pages.[60] The Wall Street Journal Jack Marshall said:

Other publishers have reported better success with AMP monetization. The Washington Post has been able to generate approximately the same amount of revenue from AMP pages as from standard mobile pages, according to director of product Joey Marburger. CNN chief product officer Alex Wellen said AMP Pages "largely monetize at the same rate" as standard mobile pages.[61]

To improve advertising performance, the AMP Project launched the AMP Ads Initiative which includes support for more advertising formats and optimizations to improve ad load speed.[62] [63]

Exploitation for malicious purposes

Some observers believe AMP allows more effective phishing attempts. One serious flaw, noted by tech writer Kyle Chayka, is that disreputable parties who misuse AMP (as well as Facebook's similar Instant Articles) enable junk websites to share many of the same visual cues and features found on legitimate sites. Chayka stated that "All publishers end up looking more similar than different. That makes separating the real from the fake even harder."[64]

In September 2017, Russian hackers used an AMP vulnerability in phishing e-mails sent to investigative journalists critical of the Russian government, and hacked into their websites.[64] Google announced on November 16, 2017, that it would prevent sites in Google search results from exploiting AMP to bait-and-switch users.[65] Since February 2018, AMP pages in Google search results must contain content equivalent to that of the non-AMP page.[66]

Further reading

External links

Notes and References

  1. Web site: AMP as your web framework. AMP. May 14, 2019. April 23, 2021. https://web.archive.org/web/20210423154051/https://blog.amp.dev/2019/05/01/amp-as-your-web-framework/. live.
  2. Web site: AMP. GitHub. February 29, 2020. August 8, 2021. https://web.archive.org/web/20210808174055/https://github.com/ampproject. live.
  3. Web site: Google takes on Apple News, Facebook Instant Articles with AMP. Matt Kapko. October 14, 2015. CIO. February 29, 2020. April 21, 2021. https://web.archive.org/web/20210421101213/https://www.cio.com/article/2992634/google-takes-on-apple-news-facebook-instant-articles-with-amp.html. live.
  4. Web site: The Accelerated Mobile Pages Project. AMP. November 6, 2016. February 24, 2017. https://web.archive.org/web/20170224040933/https://www.ampproject.org/learn/about-amp/. live.
  5. Web site: Google Search guidelines for AMP pages. Google. August 21, 2017. February 17, 2017. https://web.archive.org/web/20170217120602/https://support.google.com/webmasters/answer/6340290?hl=en. live.
  6. Web site: Cloudflare AMP Cache. Cloudflare. February 29, 2020. https://web.archive.org/web/20200313090100/https://amp.cloudflare.com/. March 13, 2020. dead.
  7. Web site: Bing AMP Cache. Bing Webmaster Tools. February 29, 2020. December 7, 2020. https://web.archive.org/web/20201207211207/https://www.bing.com/webmaster/help/bing-amp-cache-bc1c884c. live.
  8. Web site: Introducing the Accelerated Mobile Pages Project, for a faster, open mobile web. Google. February 29, 2020. June 17, 2021. https://web.archive.org/web/20210617085040/https://blog.google/products/search/introducing-accelerated-mobile-pages/. live.
  9. Web site: AMPing Up in Google Search. The AMP Blog. February 29, 2020. May 27, 2021. https://web.archive.org/web/20210527130853/https://blog.amp.dev/2016/02/24/amping-up-in-google-search/. live.
  10. Web site: Google has launched Accelerated Mobile Pages. Christopher Ratcliff. February 23, 2016. Search Engine Watch. April 3, 2016. March 22, 2016. https://web.archive.org/web/20160322171831/https://searchenginewatch.com/2016/02/23/google-has-launched-accelerated-mobile-pages/. live.
  11. Web site: Google's mobile web dominance raises competition eyebrows. Scott. Mark. June 1, 2018. POLITICO. February 9, 2020. May 30, 2021. https://web.archive.org/web/20210530134642/https://www.politico.eu/article/google-amp-accelerated-mobile-pages-competition-antitrust-margrethe-vestager-mobile-android/. live.
  12. Web site: An open governance model for the AMP Project. The AMP Blog. February 29, 2020. May 28, 2021. https://web.archive.org/web/20210528161620/https://blog.amp.dev/2018/09/18/governance/. live.
  13. Web site: Answering its critics, Google loosens reins on AMP project. TechCrunch. February 29, 2020. January 19, 2021. https://web.archive.org/web/20210119102817/https://techcrunch.com/2018/09/18/answering-its-critics-google-loosens-reins-on-amp-project/. live.
  14. Web site: Lardinois . Frederic . October 10, 2019 . Google takes AMP to the OpenJS Foundation . May 7, 2023 . . en-US . May 7, 2023 . https://web.archive.org/web/20230507180223/https://techcrunch.com/2019/10/10/google-takes-amp-to-the-openjs-foundation/ . live .
  15. Web site: Introducing the Accelerated Mobile Pages Project, for a faster, open mobile web. October 7, 2015. Google. en. February 9, 2020. June 17, 2021. https://web.archive.org/web/20210617085040/https://blog.google/products/search/introducing-accelerated-mobile-pages/. live.
  16. Web site: Google has launched a major project that aims to make the entire mobile web load a lot faster. Eadicicco. Lara O'Reilly, Lisa. Business Insider. February 9, 2020. August 8, 2021. https://web.archive.org/web/20210808174055/https://www.businessinsider.com/google-launches-accelerated-mobile-pages-2015-10. live.
  17. News: Google opens the AMP fire hose. October 3, 2016. Search Engine Land. August 31, 2017. en-US. September 1, 2017. https://web.archive.org/web/20170901022133/http://searchengineland.com/google-opens-amp-firehose-259569. live.
  18. Web site: Ubl . Malte . AMP Contributor Summit 2018 Keynote . October 11, 2018 . YouTube . The AMP Channel . February 14, 2019 . https://web.archive.org/web/20190214213726/https://www.youtube.com/watch?v=v9DodaxyipU&gl=US&hl=en . live .
  19. News: Bing App joins the AMP open-source effort. September 23, 2016. Bing Webmaster Blog. April 8, 2019. en. May 7, 2019. https://web.archive.org/web/20190507015834/https://blogs.bing.com/search/September-2016/bing-app-joins-the-amp-open-source-effort. live.
  20. News: Google AMP: One Year Later. February 23, 2017. Digital Marketing Blog. Adobe. August 31, 2017. en-US. February 20, 2018. https://web.archive.org/web/20180220124016/https://theblog.adobe.com/google-amp-one-year-later/. dead.
  21. Web site: Turbocharging AMP . AMP Project. en. August 31, 2017. https://web.archive.org/web/20170901031846/https://www.ampproject.org/latest/blog/turbocharging-amp/. September 1, 2017. dead.
  22. News: Twitter ramps up AMP. July 7, 2017. Search Engine Land. August 31, 2017. en-US. September 1, 2017. https://web.archive.org/web/20170901023818/http://searchengineland.com/twitter-ramps-amp-278300. live.
  23. News: Introducing Bing AMP viewer and Bing AMP cache. September 19, 2018. Bing Webmaster Blog. April 8, 2019. en. May 4, 2019. https://web.archive.org/web/20190504164301/https://blogs.bing.com/Webmaster-Blog/September-2018/Introducing-Bing-AMP-viewer-and-Bing-AMP-cache. live.
  24. Web site: Medina . Alberto . The Official AMP Plugin for WordPress . December 7, 2018 . AMP Project . en . January 20, 2019 . https://web.archive.org/web/20190120043606/https://www.ampproject.org/latest/blog/the-official-amp-plugin-for-wordpress/ . live .
  25. News: April 19, 2019 . AMP Conf Keynote . live . https://web.archive.org/web/20210808174055/https://www.youtube.com/watch?v=1vwOFt9FBm4&t=233s . August 8, 2021 . May 17, 2019 . en.
  26. Web site: Myth-busting: 7 truths about developing web pages with AMP, formerly known as Accelerated Mobile Pages . October 3, 2021 . Think with Google . en-gb . October 3, 2021 . https://web.archive.org/web/20211003180846/https://www.thinkwithgoogle.com/intl/en-gb/marketing-strategies/app-and-mobile/myth-busting-7-truths-about-developing-web-pages-amp-formerly-known-accelerated-mobile-pages/ . live .
  27. Web site: Twitter no longer opens the AMP version of articles on Android, iOS . November 19, 2021 . November 19, 2021 . https://web.archive.org/web/20211119022808/https://9to5google.com/2021/11/18/twitter-amp/ . live .
  28. Web site: Google Search ranking will factor 'page experience' and speed from June as AMP icon set to disappear . November 19, 2021 . October 28, 2023 . https://web.archive.org/web/20231028200406/https://9to5google.com/2021/04/19/google-search-page-experience/ . live .
  29. Web site: Brave's latest feature bypasses Google AMP pages . April 21, 2022 . TechCrunch . en-US.
  30. Web site: Lyons . Kim . April 20, 2022 . DuckDuckGo's browsers and extensions now protect against AMP tracking . April 21, 2022 . The Verge . en . April 21, 2022 . https://web.archive.org/web/20220421074056/https://www.theverge.com/2022/4/20/23033522/duckduckgo-browsers-extensions-amp-google-tracking-privacy . live .
  31. Web site: November 29, 2023 . Upcoming removal of AMP in Ghost 6.0: What you need to know . March 13, 2024 . Ghost Forum . en.
  32. Web site: Added notice of upcoming removal of AMP by JohnONolan · Pull Request #19178 · TryGhost/Ghost . March 13, 2024 . GitHub . en.
  33. Web site: How AMP pages are cached. October 3, 2021. amp.dev. en. September 28, 2021. https://web.archive.org/web/20210928212754/https://amp.dev/documentation/guides-and-tutorials/learn/amp-caches-and-cors/how_amp_pages_are_cached/. live.
  34. Web site: Overview – AMP. www.ampproject.org. en. August 31, 2017. September 4, 2017. https://web.archive.org/web/20170904143504/https://www.ampproject.org/learn/overview/. live.
  35. News: Cloudflare Announces Ampersand, the First Open AMP Cache, to Give Publishers More Control of their Mobile-Optimized Content. Cloudflare. GlobeNewswire News Room. August 31, 2017. en-US. September 1, 2017. https://web.archive.org/web/20170901062958/https://globenewswire.com/news-release/2017/03/08/933397/0/en/Cloudflare-Announces-Ampersand-the-First-Open-AMP-Cache-to-Give-Publishers-More-Control-of-their-Mobile-Optimized-Content.html. live.
  36. Web site: Southern . Matt . Google's 'Top Stories' to Show More Than Just AMP Pages . Search Engine Journal . June 3, 2020 . en . May 29, 2020 . June 3, 2020 . https://web.archive.org/web/20200603012105/https://www.searchenginejournal.com/googles-top-stories-to-show-more-than-just-amp-pages/370792/ . live .
  37. Web site: Wiggers . Kyle . Google creates 'dedicated placement' in search results for AMP Stories, starting with travel category . VentureBeat . June 3, 2020 . May 9, 2019 . August 15, 2020 . https://web.archive.org/web/20200815084943/https://venturebeat.com/2019/05/09/google-creates-dedicated-placement-in-search-results-for-amp-stories-starting-with-travel-category/ . live .
  38. Web site: February 13, 2018. Bringing the power of AMP to Gmail. April 21, 2021. Google. en. August 2, 2021. https://web.archive.org/web/20210802141025/https://www.blog.google/products/g-suite/bringing-power-amp-gmail/. live.
  39. Web site: Supported email platforms, clients and providers. April 21, 2022. AMP Project. en. May 18, 2022. https://web.archive.org/web/20220518205656/https://amp.dev/support/faq/email-support/. live.
  40. Web site: Add AMP to existing emails. April 21, 2022. AMP Project. en. April 21, 2022. https://web.archive.org/web/20220421170719/https://amp.dev/documentation/guides-and-tutorials/integrate/add-email/. live.
  41. Web site: AMP Ads. October 3, 2021. amp.dev. en. October 1, 2021. https://web.archive.org/web/20211001153119/https://amp.dev/about/ads/. live.
  42. Web site: Supported Browsers. AMP Project. en. September 7, 2018. September 9, 2018. https://web.archive.org/web/20180909040753/https://www.ampproject.org/support/faqs/supported-browsers. live.
  43. Web site: Supported Platforms, Vendors and Partners. AMP Project. en. August 31, 2017. September 1, 2017. https://web.archive.org/web/20170901031818/https://www.ampproject.org/support/faqs/supported-platforms. live.
  44. Web site: Search results are officially AMP'd. September 20, 2016. Google. August 31, 2017.
  45. Web site: CNBC. AMP Project. en. August 31, 2017. September 1, 2017. https://web.archive.org/web/20170901031841/https://www.ampproject.org/case-studies/cnbc/. live.
  46. Web site: Gizmodo. AMP Project. en. August 31, 2017. September 1, 2017. https://web.archive.org/web/20170901023700/https://www.ampproject.org/case-studies/gizmodo/. live.
  47. Web site: Why I prefer Google AMP pages to Facebook Instant Articles. Novet. Jordan. August 14, 2016. VentureBeat. en-US. February 28, 2019. November 8, 2020. https://web.archive.org/web/20201108103519/http://venturebeat.com/2016/08/14/google-amp-vs-facebook-instant-articles/. live.
  48. Web site: Your Guide to Mobile Publishing Formats: AMP, Facebook Instant Articles, and Apple News. Travis. Ben. December 13, 2016. Viget. en. February 28, 2019. November 8, 2020. https://web.archive.org/web/20201108151119/https://www.viget.com/articles/your-guide-to-mobile-publishing-formats-amp-facebook-instant-articles-and-apple-news/. live.
  49. Web site: Introducing Instant Articles . Facebook Media. August 31, 2017. https://web.archive.org/web/20171118193946/https://media.fb.com/2015/05/12/instantarticles/. November 18, 2017. dead.
  50. News: Apple Announces News App for iPhone & iPad. Apple Newsroom. August 31, 2017. en-US. October 24, 2020. https://web.archive.org/web/20201024183502/https://www.apple.com/newsroom/2015/06/08Apple-Announces-News-App-for-iPhone-iPad/. live.
  51. Web site: Kill Google AMP before it kills the web. Scott Gilbertson May 19, 2017. at 08:25. The Register. April 16, 2019. May 3, 2020. https://web.archive.org/web/20200503211933/https://www.theregister.co.uk/2017/05/19/open_source_insider_google_amp_bad_bad_bad/. live.
  52. Web site: Web developers publish open letter taking Google to task for locking up with web with AMP. Boing Boing. April 16, 2019. November 11, 2020. https://web.archive.org/web/20201111235538/https://boingboing.net/2018/01/10/enclosure-vs-expedience.html. live.
  53. Web site: Inside Google's plan to make the whole web as fast as AMP. Dieter. Bohn. March 8, 2018. The Verge. April 16, 2019. December 19, 2020. https://web.archive.org/web/20201219021414/https://www.theverge.com/2018/3/8/17095078/google-amp-accelerated-mobile-page-announcement-standard-web-packaging-urls. live.
  54. Web site: Google claims it's going to build its proprietary AMP using Web standards. Peter. Bright. March 10, 2018. Ars Technica. April 16, 2019. November 9, 2020. https://web.archive.org/web/20201109021056/https://arstechnica.com/gadgets/2018/03/google-claims-its-going-to-build-its-proprietary-amp-using-web-standards/. live.
  55. Web site: Google AMP supremo whinges at being called out on team's bulls***. Kieren. October 30, 2017. McCarthy. The Register. April 16, 2019. November 13, 2019. https://web.archive.org/web/20191113094911/https://www.theregister.co.uk/2017/10/30/google_amp_lead_complains/. live.
  56. Web site: Google's mobile web dominance raises competition eyebrows. Mark. Scott. June 1, 2018. Politico. April 16, 2019. May 30, 2021. https://web.archive.org/web/20210530134642/https://www.politico.eu/article/google-amp-accelerated-mobile-pages-competition-antitrust-margrethe-vestager-mobile-android/. live.
  57. News: Answering its critics, Google loosens reins on AMP project. TechCrunch. September 18, 2018. en-US. January 19, 2021. https://web.archive.org/web/20210119102817/https://techcrunch.com/2018/09/18/answering-its-critics-google-loosens-reins-on-amp-project/. live.
  58. Web site: An open governance model for the AMP Project. The AMP Blog. December 10, 2020. May 28, 2021. https://web.archive.org/web/20210528161620/https://blog.amp.dev/2018/09/18/governance/. live.
  59. Byungjin . Jun . AMP up your Mobile Web Experience: Characterizing the Impact of Google's Accelerated Mobile Project . The 25th Annual International Conference on Mobile Computing and Networking . October 25, 2019 . Los Cabos . July 23, 2019.
  60. News: Publishers are pleasantly surprised by Google AMP traffic. October 14, 2016. Digiday. August 31, 2017. en-US. September 1, 2017. https://web.archive.org/web/20170901024837/https://digiday.com/media/publishers-excited-google-amp-traffic-wonder-revenue-will-follow/. live.
  61. News: Google AMP Gets Mixed Reviews From Publishers. Marshall. Jack. October 28, 2016. Wall Street Journal. August 31, 2017. en-US. 0099-9660. September 1, 2017. https://web.archive.org/web/20170901110019/https://www.wsj.com/articles/google-amp-gets-mixed-reviews-from-publishers-1477648838. live.
  62. Web site: AMP Ads. AMP Project. en. August 31, 2017. September 1, 2017. https://web.archive.org/web/20170901025623/https://www.ampproject.org/learn/who-uses-amp/amp-ads/. live.
  63. Web site: Growing the AMP Ads Initiative. AMP Project. en. August 31, 2017. September 1, 2017. https://web.archive.org/web/20170901025418/https://www.ampproject.org/latest/blog/growing-the-amp-ads-initiative/. live.
  64. News: Russian hackers exploited a Google flaw — and Google won't fix it. September 24, 2017. Salon. November 20, 2017. en-US. November 20, 2017. https://web.archive.org/web/20171120004700/https://www.salon.com/2017/09/24/russian-hackers-exploited-a-google-flaw-and-google-wont-fix-it/. live.
  65. News: Google will stop letting sites use AMP format to bait and switch readers. The Verge. November 20, 2017. November 19, 2017. https://web.archive.org/web/20171119081311/https://www.theverge.com/2017/11/16/16666950/google-amp-teaser-page-ban. live.
  66. Web site: Engaging users through high quality AMP pages. Google Search Central Blog. December 10, 2020. November 25, 2020. https://web.archive.org/web/20201125234139/https://developers.google.com/search/blog/2017/11/engaging-users-through-high-quality-amp. live.

This article is licensed under the GNU Free Documentation License. It uses material from the Wikipedia article "Accelerated Mobile Pages".

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