Accelerated Mobile Pages

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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.

AMP Launch

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

AMP HTML

AMP consists of three things: AMP HTML, AMP JavaScript and AMP caches. Most AMP pages are delivered by Google’s AMP cache.

Web Stories

Web stories are a mobile-focused format for delivering news as stories.

AMP Email

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

Lentainform

Ligatus

LockerDome

logly

Example

LuckyAds

Macaw

MADS

MANTIS® Ad Network

Marfeel

Mediaad

Media.net

Mediavine

Medyanet

Meg

MGID

MicroAd

Mixi.Media

Mixpo

Monetizer101

mox.tv

My6sense

MyFinance

myoffrz

myTarget

myWidget

nativeroll

Nativery

Nativo

Navegg

Nend

netletix

Noddus

Nokta

Newsroom AI

Oblivki

OneAD

OnNetwork

Open AdStream (OAS)

OpenX

Opinary

Outbrain

Pixels

PlayStream

plista

PolymorphicAds

popIn

Postquare

PPStudio

Pressboard

PromoteIQ

PubExchange

PubGuru

pubmatic

Pubmine

puffnetwork

Pulse

PulsePoint

Purch

Quora

Rakuten Unified Ads

Rb.Infox.SG

ReadMo

Realclick

recomAD widget

Recreativ

Relap

Relap

Remixd

Revcontent

RevJet

Red for Publishers

RnetPlus

Rubicon Project

RUNative

SAS CI 360 Match

Seeding Alliance

Sekindo

Sharethrough

SHE Media

Sklik.cz

SlimCut Media

SmartAdServer

smartclip

Smi2

SmileWanted

Sogou

Sona

Sortable

sovrn

Speakol

SpotX

Spring AdTechnology AmpAd Integration

SSP

Strossle

Sulvo

SunMedia

SVK Native

Swoop

Taboola

TcsEmotion

Teads

TE Medya

Torimochi

tracdelight

TripleLift

Trugaze

UAS

ucfunnel

Unruly

UZOU

Valuecommerce

VDO.AI

VerizonMedia

video intelligence

VideoNow

Viralize

vlyby

VMFIve

Webedia Adserver

Weborama

Whopa InFeed

Widespace

Wisteria

WP Media (Wirtualna Polska)

Xlift

yahoo

Yahoo Native-Display Ads Federation

Yahoo JP

Yahoo Native Ads

Yandex

Yektanet

Yengo

Yieldbot

Yieldmo

Yield One

YieldPro

Zedo

Zen

ZergNet

Zucks

Content Platforms That Support AMP

Bing

Baidu

Distributed Media Lab

Flipboard

Google

Ghost

Hatena

LinkedIn

Medium

Nuzzel

Pinterest

Reddit

Sogou

Tencent qZone

Twitter

Weibo

Yahoo JP

CMS Platforms That Support AMP

AMPize.me

Arc Publishing

Canvas

Drupal

Fastcommerce

Hatena

Kentico

Marfeel

Quintype

Rabbit

RebelMouse

Squarespace

Textpattern

TownNews

Tumblr

WordPress.com

WordPress.org

Audio/Video Platforms That Support AMP

3Q SN

AOL O2

Beachfront Reach

Brid.tv

Brightcove

Dailymotion

Gfycat

Hulu

Izlesene

JW Player

Kaltura

nexxOMNIA

Ooyala

Soundcloud

Springboard

Vimeo

Vine

YouTube

Real Time Config Platforms That Support AMP

APS (Amazon Publishing Service)

Automatad

Criteo

FLUX

IndexExchange

Lotame

Media.net

PubMatic OpenWrap

Rubicon

Salesforce

Yieldbot

Kargo

Xandr (formerly Appnexus)

Yieldlab