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Accelerated Mobile Pages
AMP (Accelerated Mobile Pages) is an open source HTML framework developed by the AMP Open Source Project. It was originally created by Google as an answer to Facebook Instant Articles and Apple News. AMP is optimized for mobile and attempts to make webpages load faster. AMP was announced on October 7, 2015 & first appeared in Google mobile search results in February 2016.
The AMP Project was announced by Google on October 7, 2015, following discussions with various other leading technology companies and stakeholders about the need to speed up the mobile web. The AMP Project involved collaberation with dozens of major technology and news companies.
AMP pages first appeared in February 2016, but were restricted to a “Top Stories” section of Google’s mobile search results. By September 2016 Google began linking to AMP content in the main mobile search results. AMP was initially called PCU, which stood for Portable Content Unit. If you do a Google search for Portable Content Unit now, though, a selection of the finest outdoor toilets will be presented to you. Perhaps for this reason AMP entered and PCU went.
Wider uptake of AMP
In September 2016, Microsoft announced support for AMP in Bing mobile apps. By February 2017, AMP pages accounted for 7% of all web traffic for leading websites in the United States. By May 2017, 900,000 web domains were publishing more than two billion AMP pages. In June 2017, Twitter started linking to AMP pages from its mobile apps. On December 7, 2018, AMP announced their official WordPress plugin.
At AMP Conf ’19 in Tokyo, it was announced that AMP is now just AMP, and no longer stands for Accelerated Mobile Pages anymore. This is because it can, equally, be used to speed up desktop versions of websites.
The AMP Framework
Web stories are a mobile-focused format for delivering news as stories.
In 2019, Google added AMP Email to the AMP framework.
AMP is similar to Facebook Instant Articles and Apple News. All three try to make mobile content faster but AMP works web wide.
How AMP Makes Web Pages Faster
- External resources must state their size so that each element’s size and position is known before resources are downloaded.
- Nothing stops AMP from rendering. Only a single, in-line, style-sheet is allowed and that style-sheet is a maximum of 50kB.
- Font loads efficiently. Because CSS is inline, and scripts are asynchronous the browser does not need to wait for these to complete before downloading the font/s.
- All Document Object Model reads happen first before all the writes. This means there can never be more than a single recalculation of styles per frame.
- Animations run on the GPU never the browser.
- Controls all resource downloads: prioritizes, decides what is needed and what isn’t, and prefetches lazy-loaded resources.
- A page can be rendered before the user navigates to it so the page can be available by the time the user selects it. This can mean instant loading. Prerendering only downloads resources above the fold.
AMP Supported Browsers
The latest two desktop, mobile and tablet versions of Chrome, Firefox, Edge, Safari, Opera and UC Browser. All browsers with a market share of over 1% have bug fix support – eg. IE 11, iOS 8, the Android 4.0 system browser and Chrome 41.
AMP Supported Platforms
Ads Platforms That Support AMP
Essentially all major ad platforms support AMP; including: 1wo, 24smi, A8net, A9, AccessTrade, Ad.Agio – Neodata Group, Adblade, AdButler, Adform, AdFox, Ad Generation, AdGlare, Adhese, AdinCube, ADITION technologies AG, Adman, Admanmedia, Admixer, Adnuntius, AdOcean, Adop, AdPicker, AdPlugg, Adpon, Adpushup, AdReactor, AdSensor, AdServSolution, AdsLoom, AdsNative, AdSpeed, AdSpirit, AdStir, AdStyle, AdTech, Adtelligent, AdThrive, AdUnity, AdUp Technology, Adventive, Adverline, Adverticum, AdvertServe, Adyoulike, AffiliateB, AJA, AMoAd, Aniview, AnyClip, AppNexus, AppVador, Atomx, Baidu, BeaverAds, Bidtellect, Blade, brainy, Bringhub, Broadstreet Ads, ByPlay, CA A.J.A. Infeed, Rambler&Co, CA ProFit-X, Cedato, Colombia, CONATIVE, Connatix, Content.ad Inline Ad, Criteo, Custom Search Ads, Dable, Directadvert, DistroScale, DotAndAds, DynAd, eADV, Empower, Engageya, Basic, e-planning, Ezoic, FlexOneELEPHANT, F1H, FeedAd, felmat, finative, FirstImpression.io, Flite, fluct, Fork Media, FreeWheel, Fusion, Geniee SSP, Giraff, Glomex, GMOSSP, GumGum, Holder, iBILLBOARD AdServer, Idealmedia, Imedia, IMobile, Imonomy, Improve Digital, Industrybrains, InMobi, Innity, Insticator, Invibes, Iprom, Index Exchange AMP RTC, JUBNA, Kargo, Ketshwa, Kiosked, Kixer, Kuadio
MANTIS® Ad Network
Open AdStream (OAS)
Rakuten Unified Ads
Red for Publishers
SAS CI 360 Match
Spring AdTechnology AmpAd Integration
WP Media (Wirtualna Polska)
Yahoo Native-Display Ads Federation
Yahoo Native Ads
Content Platforms That Support AMP
Distributed Media Lab
CMS Platforms That Support AMP
Audio/Video Platforms That Support AMP
Real Time Config Platforms That Support AMP
APS (Amazon Publishing Service)
Xandr (formerly Appnexus)