AMP-Accelerated Mobile Pages For easy readability

INTRODUCTION

• The Accelerated Mobile Pages Project (AMP) is an open-source initiative to improve the performance of web contents and ads through a publishing technology known as AMP. 

• The AMP Project led by Google is a competitor to Facebook's Instant Articles, and includes several other large search, social and web publishing platforms around the world.

LAUNCH

• The AMP Project was announced by Google on October 7, 2015 following discussions with its partners in the European Digital News Initiative (DNI)

• 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.  
• AMP links in Google search are identified with an icon.

GROWTH

• a year after AMP’s public launch, Adobe reported that AMP Pages accounted for seven percent of all web traffic for top publishers in the United States.

• Google reported that 900,000 web domains were publishing AMP Pages with more than two billion AMP Pages published globally

• Twitter started linking to AMP Pages from its iOS and Android apps

Open Web Format

• AMP Pages are published on the open web and can be displayed in most modern browsers. 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. 

• Most AMP Pages are easily discover able by web crawlers, third parties such as search engines and other referring websites can choose to link to the AMP version of a webpage instead of the standard version.

AMP Framework

• AMP three components: 

AMP HTML -standard HTML with web components
AMP JavaScript - manages resource loading
AMP Caches -serve and validate AMP Pages.

Third Party Integrations

• Any organization or individual can build products or features that will work on AMP Pages, provided they comply with AMP's specifications

Performance

• Google reports that AMP Pages served in Google Search typically load in less than one second and use 10 times less data than the equivalent non-AMP pages

• CNBC reported a 387% decrease in mobile page load time for AMP Pages over non-AMP pages

• Gizmodo reported that AMP Pages loaded three times faster than non-AMP pages

ADOPTIONS

• Search Engines

Google, Bing, Baidu (China), Sogu (China), Yahoo Japan. 

• Social Platforms

Twitter, LinkedIn, Pinterest, Reddit, Nuzzle, Tencent Qzone (China), Weibo

• Content Publishing Platforms

WordPress, Medium, Canvas, Drupal, Squarespace and Tumblr.

• eCommerce Platforms

eBay, SnapDeal (India), AliExpress (China).

credit-wikipedia