AMP Pages: Google sums up history and benefits

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In 2015 “mobile Web was not in a good position“: this opens a new post by Google to describe the benefits of AMP pages, the framework launched about five years ago precisely to make browsing from mobile devices better. The context has completely changed – today smartphones have become the main tool with which to access the Net – and the progress has been numerous, also thanks to this technology, of which Google lists the main benefits that can push sites to adopt AMP.

The origins of the AMP project

The article signed by Rudy Galfi, Product Manager of Search, starts with the description of the state of the mobile Web in 2015: “The analysis of more than 10 thousand mobile domains showed that the average loading time for sites was 19 seconds on 3G connections”, and this led to the emergence of “new proprietary mobile Web formats when companies that distributed content looked for new ways to keep their products interesting, asking publishers to use them”.

This, however, opened up a number of problems and, in particular, publishers were concerned because – already short of resources – they would not be able to “keep up with a pattern of every company that invented its new format”.

A unique and shared framework

After discussions with European publishers, Google decided to collaborate “with the industry to create a new format, web-based and working for a wide variety of platforms”.

To characterize the project also other milestones: this format would have “left to the publisher the freedom to choose their own tools (such as content management systems, analysis, video players and advertising platforms), to maintain their own unique page designs, host content on their servers and monetize in the preferred way with paywalls, ads or both”.

Moreover, it would have been “open source and extensible, so that new features could be introduced by anyone, platform and publisher alike”.

A jump back in time

And that is how the Accelerated Mobile Pages – or AMP – project was created, an open source initiative launched five years ago in Google along with other technology companies and members of the web community: In fact, over a thousand developers around the world – including companies like Twitter, Pinterest, Yahoo and Bing – are contributing time and resources to improve AMP.

In 2018, AMP launched a new governance model, transferring ownership of the project to the Openjs Foundation a year later, recalls the piece. These changes “have helped to open the development of PMI to more publishers through the Advisory Committee and the Technical Steering Committee of PMI, and today anyone can participate in a PMI working group to help shape the future of the project”.

AMP pages are open and exist regardless of Google

Google firmly believes that “AMP played a positive role in reversing trends that at the time made it so difficult for publishers to gain exceptional user experiences: the evolution of the AMP project over the past five years, from enhancing the product’s capabilities to joining the Openjs Foundation, it has helped us to continue working with the information industry and to provide significant value to publishers,” says Galfi.

Yet, there are still several misunderstandings and false myths about AMP and “we want to make things clear”, starting with the relationship between Google and AMP, one of the “historical” critical points of the framework.

How AMP works

First, the article clarifies “exactly how AM