Accelerated Mobile Pages (AMP)

Summary

AMP is a way to build mobile pages that renders content fast. The project is an open source initiative that embodies the vision that publishers can create mobile optimised content once and have it load instantly everywhere. 

What is the Accelerated Mobile Pages project?

The Accelerated Mobile Pages (“AMP”) Project is an open source initiative that came out of discussions between publishers and technology companies about the need to improve the entire mobile content ecosystem for everyone -- publishers, consumer platforms, advertisers, creators, and users.

Today, the expectation is that content should load super fast and be easy to explore. The reality is that content can take several seconds to load, or, because the user abandons the slow page, never fully loads at all. Accelerated Mobile Pages are web pages designed to load near instantaneously - they are a step towards a better mobile web for all.

What you need to know about the Accelerated Mobile Pages Project

What are the benefits of Accelerated Mobile Pages?

Speed matters and instant is the ideal. Research has shown higher bounce rates associated with slower-loading web pages. Using the AMP format will make it far more compelling for people to consume and engage with more content. But this isn’t just about speed and performance. We also want to promote enhanced distribution so that publishers and advertisers can take advantage of the open web’s potential for their content to appear everywhere quickly - across platforms and apps - which can lead to more revenue.

How do Accelerated Mobile Pages work?

Accelerated Mobile Pages are just like any other HTML page, but with a limited set of allowed technical functionality that is defined and governed by the open source AMP spec. Just like all web pages, Accelerated Mobile Pages will load in any modern browser or app webview. AMP files take advantage of various technical and architectural approaches that prioritize speed to provide a faster experience for users. AMP developers can use a rich and growing library of web components that offer the ability to embed rich media objects like video and social posts, display advertising, or collect analytics. The goal is not to homogenize how content looks and feels, but instead to build a more common technical core between pages that speeds up load times. In addition, AMP files can be cached in the cloud in order to reduce the time content takes to get to a user’s mobile device. By using the AMP format, content producers are making the content in AMP files available to be cached by third parties. Under this type of framework, publishers and advertisers continue to control their content, but platforms can easily cache or mirror the content for optimal delivery speed to users. Google has provided the Google AMP Cache that can be used by anyone at no cost, and all AMPs will be cached by the Google AMP Cache. Other companies may build their own AMP cache as well. In summary, the goal is that the combination of limited technical functionality with a distribution system built around caching will lead to better performing pages, and increased audience development.

Learn more about AMP at ampproject.com.

Getting started with AMP was easy because it is built on existing web technologies. And since AMP is not a template based system, we were able to host our content, style it as we see fit, and easily integrate our existing advertising, analytics and other business tools

David Merrell
Senior Product Manager at The Washington Post

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