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Are Mobile Pages Becoming Faster With Google AMP?

Back in October, 2015, when Google launched its AMP (Accelerated Mobile Pages) Project, numerous technology companies hope onto the bandwagon. This new initiative was described by many as Google’s answer to Apple News and Facebook Instant Articles.

How AMP Works

The main goal, of course, is to improve the consumer’s mobile experience. Bearing that in mind, AMP allows users to access content faster, in addition keeping publishers happy as they promote the platforms they use to deliver that content. The project was also deemed developer friendly, as explained by Google, and that means it’s not a hassle to implement. Certain HTML custom elements are added, a JavaScript library and a content delivery network (CDN) for caching pages.
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The Solution to Ad Blockers
What’s probably one of the first key features of AMP, that might instantly appeal to publishers, is dealing with ad blockers that are often a results of a degraded mobile user experience caused by aggressive advertising. To that end, Google unveiled its efforts to expand their support of third-party ad platforms, streamlining the placement of ads via AMP pages and making the whole process of mobile advertising a bit more straightforward.
If people use ad blockers, load times can slowed down, potentially decreasing any income publishers can get from online ads. So, improving load speed on mobile devices is a priority, which would, in turn, bring users back and discourage them from ad blockers in the first place. It’s quite simple really. It’s a situation where everyone wins: user, publisher and developer.
AMP Stats and Roadmap
In a recent blog post Rudy Galfi, product manager for the AMP Project at Google, said: “Since its launch at the end of last year, the engagement from people across the industry has been incredible.”  
Some of these were less known, but other major players decided to implement the open-source initiative, including, Adobe Analytics, LinkedIn, Twitter, Pinterest and Chartbeat. While many businesses supported the project, the question remained: does AMP deliver on its promise? Well, so far the reaction has been mixed. Google also released a roadmap document, called Roadmap AMP, so people can keep track of any changes or innovations related to AMP. 
Having examined data from 150 active publishers, Google claims that results are encouraging. While it’s been almost 8 months since Google introduced AMP to the world, 90% of publishers have reported higher clickthrough rates on ads, as noted at the beginning of June, 2016.
Publishers like TownHall Media expressed that they’ve experienced a 90% decrease in page latency, in addition to a 96% decrease in unfilled impressions and a 65% increase in ad engagement.
SEO Benefits for Publishers 
The purpose of AMP is very much clear, making the loading of mobile web pages faster, thus keeping both users and publishers happy. For that purpose, we have also been striving to deliver an AMP compatible player, to ensure some SEO benefits with the Google. It’s a feature we’ve implemented into BRID player, and we’re pretty certain it will be beneficial to publishers. More importantly, AMP provides SEO value indirectly. It reduces page sizes, while improving loading speed. Consequently, publishers gave found that it does in fact have a positive effect on SEO.
And yet, regardless of the aforementioned AMP roadmap, where the road truly lies still remains to be seen. Director of global partnerships Craig DiNatali said that the company has barely “scratched the surface of what’s possible with ads in AMP.” Di Natali added: “There’s much work ahead for us and the rest of the industry – including third party ad tech partners – to make advertising experiences on the mobile web as great as content experiences with AMP.”