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Keeping Up With The Trends: AMP Project

Publishers who want to reach their audience through mobile have a problem with their web pages taking too long to load on mobile devices. That is why they often lose their readers, and additionally the opportunity to earn revenue. Following the latest problem publishers are faced with, Google has created a new open source initiative called Accelerated Mobile Pages (AMP) and it is expected from this project to dramatically improve the performance of the mobile web.
AMP HTML is a new way to make web pages that are optimized to load faster on users’ mobile devices, by slimming down a lot of elements users need to download when visiting a web page. AMP pages load 85% faster than standard mobile web pages. They are aimed to support smart caching, predictable performance, and modern mobile content. The pages provide the faster load of compelling and effective ads.
AMP aims to bring back a web-based experience. The latest data shows consumers currently spend far more time with apps than the mobile web. This project promises to change this state and to enable the viewers to stay longer on the mobile web. AMP documents are designed to be rendered either in the browser or in WebViews. These pages are atomic documents ie complete documents that live on your own web server, and the runtime is far more concerned with making an article render quickly than with providing modern visual effects.
It’s important to mention that AMP pages don’t support many revenue streams for publishers, Interstitial ads and site takeovers. Elements that are script-based, widgets that suggest other reading and video that visitors have to watch before they get to the content they’re seeking are not available as well. However, being an open source project, it is expected to be handled in the following months.
Many publishers and digital industry giants declared they will adopt this project. Publishers are impatiently waiting for the moment to start testing  AMP’s efficacy. According to Google, AMP initiative will be taking off on 24th February.  Twitter, Pinterest,, Chartbeat,, Adobe Analytics and LinkedIn are expected to be the first to adopt it.
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