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Text of the page (random words):
er pinterest linkedin and wordpress were initially announced as collaborators in the amp project 14 15 amp pages first appeared to web users in february 2016 when google began to show the amp versions of webpages in mobile search results initially links to amp pages were restricted to a top stories section of google s mobile search results by september 2016 google started linking to amp content in the main mobile search results area 16 at the time google search distinguished amp links with an icon according to one of the co founders of the amp project malte ubl amp was originally called pcu which stood for portable content unit 17 growth and expansion edit in september 2016 microsoft announced support for amp in the bing apps for ios and android 18 in february 2017 a year after the public launch of amp adobe reported amp pages accounted for 7 of all web traffic for top publishers in the united states 19 in may 2017 google reported 900 000 web domains were publishing amp pages with more than two billion amp pages published globally 20 in june 2017 twitter started linking to amp pages from its ios and android apps 21 in september 2018 microsoft began rolling out its own bing amp viewer and amp cache 22 on december 7 2018 amp announced their official wordpress plugin which allowed wordpress websites to include amp ready pages 23 as announced by amp s tech lead malte ubl at amp conf 19 amp is now just amp and does not stand for accelerated mobile pages anymore 24 amp is designed to be mobile friendly but isn t just for mobile it works across many device types including desktop and tablet and comes with helpful responsive design features 25 other developments edit starting in 2021 support for amp is being discontinued in some apps in november twitter updated its developer guidelines to say that we re in the process of discontinuing support for this feature the twitter mobile apps for android and ios simply load the non amp versions of webpages 26 in april 2021 google removed amp as an seo criterion in favor of page loading speed and other page experience metrics in search results the top stories list will no longer be restricted to amp pages and amp pages will no longer be distinguished by an icon 27 on april 20 2022 brave browser rolled out new features to automatically bypass amp pages 28 also on the same day duckduckgo announced that they will also automatically bypass amp pages on their duckduckgo browser and on their duckduckgo privacy essentials browser extension 29 amp framework edit amp html edit the amp framework consists of three components amp html which is standard html markup with web components amp javascript which manages resource loading and amp caches 30 which serve and validate amp pages 31 most amp pages are delivered by google s amp cache but other companies can support amp caches internet performance and security company cloudflare launched an amp cache in march 2017 32 web stories edit web stories 33 known as amp stories until april 2020 34 were introduced in 2018 35 web stories are a mobile focused format for delivering news and information as tap through stories amp email edit in 2018 google announced the new amp email section of the amp framework 36 amp for email allows senders to include interactive amp components inside emails email clients that support amp are able to display components directly inside the email 37 when viewed in an unsupported email client amp emails display fallback html no different than a standard html email as an alternative 38 amp ads edit amp ads are new way to deliver digital ads for amp enabled pages these ads are different from traditional html javascript ads amphtml ads load as fast as content increasing viewability and enticing engagement amphtml ads are only delivered after being validated ensuring that the ads are free of malware 39 technology edit online format edit amp pages are published online and can be displayed in most current browsers 40 when a standard webpage has an amp counterpart a link to the amp page is usually placed in an html tag in the source code of the standard page third party integration edit any organization or individual can build products or features which will work on amp pages provided they comply with the amp project specifications as of july 2017 the amp project s website listed around 120 advertising companies and around 30 analytics companies as amp project participants 41 performance edit google reports that amp pages served in google search typically load in less than one second and use ten times less data than the equivalent non amp pages 42 cnbc reported a 75 decrease in mobile page load time for amp pages over non amp pages 43 while gizmodo reported that amp pages loaded three times faster than non amp pages 44 an academic paper about amp 45 reveals that amp pages page load time is 2 5 times faster than non amp versions in google s search result page without pre rendering with pre rendering the amp version is approximately nine times faster than the non amp version though pre rendering may consume additional mobile data parity with canonical pages edit google has announced that as of february 1 2018 it will require the content of canonical pages and those displayed through amp be substantially the same 46 this is aimed at improving the experience of users by avoiding common difficulties with the user interface and increase security and trust see below reception edit comparison to other formats edit amp is often compared to facebook instant articles and apple news 47 48 all three formats were announced in 2015 with the stated goal of making mobile content faster and easier to consume 49 50 amp project supporters claim that amp is a collaborative effort among publishers and technology companies and that amp is designed to work on the web instead of proprietary mobile apps google control edit google s richard gingras said there s a very big difference between having a proprietary platform that says it s open and having an open source platform that is open to anyone to modify and adapt it s the difference between saying come into my walled garden vs not having a walled garden 51 however some critics believe that amp is an impending walled garden as google begins to host amp restricted versions of their websites directly on google com they say amp is not actually supporting the open web because it is a fork or variation on html and one that google essentially controls some publishers have complained that as google prioritizes amp links as it recently said it will do in mobile search media companies will lose even more control because amp pages are hosted and controlled by google our mobile search traffic is moving to be majority amp google hosted and not on our site which limits our control over ui monetization et al said one digital media executive quoted in a fortune article 51 amp has been criticized by figures inside the tech industry 52 53 54 55 56 57 58 as an attempt by google to exert its dominance on the web by dictating how websites are built and monetized and that amp is google s attempt to lock publishers into its ecosystem 59 joshua benton director of the nieman journalism lab at harvard university said there is a sense in which amp is a google built version of the web we are moving from a world where you can put anything on your website to one where you can t because google says so 60 ramon tremosa a spanish member of the european parliament said amp is an example of google dialing up its anti competitive practices under the nose of the competition regulators 60 matthew ingram of fortune expressed concerns about google s role and motives regarding the amp project in a nutshell these publishers are afraid that while the amp project is nominally open source google is using it to shape how the mobile web works and in particular to ensure a steady stream of advertising revenue more than anything else the concerns that some publishers have about amp seems to be part of a broader fear about the loss of control over distribution in a platform centric world and the risks that this poses to traditional monetization methods such as display advertising 51 these charges were rebutted by google madhav chinnappa stated that amp must be a collaborative industry initiative in order for it to succeed in the long term i get a little bit irritated when sometimes people call it google s amp because it s not amp was created as an open source initiative and that for me is the reason for its success 61 in september 2018 google began transitioning amp to a more open governance model with governing committees composed of different stakeholders in the project ranging from publishers that use amp including the washington post and axios to other companies such as microsoft and twitter 62 63 pre rendering problems edit some amp implementations such as google search results use pre rendering to improve loading speeds of amp pages as in other cases where pre rendering is used this is out of the user s control and may increase data usage 45 amp prefetching and pre rendering results in some additional data and power use with each search the average 1 4 mb of additional data per search that is used for pre rendering an amp page that the user may not visit is not trivial overhead for certain users with limited data plans citation needed monetization edit some publishers reported that amp pages generate less advertising revenue per page than non amp pages 64 the wall street journal s jack marshall said amp pages rely heavily on standardized banner ad units and don t allow publishers to sell highly customized ad units sponsorships or pop up ads as they might on their own properties 65 other publishers have reported better success with amp monetization the washington post has been able to generate approximately the same amount of revenue from amp pages as from standard mobile pages according to director of product joey marburger cnn chief product officer alex wellen said amp pages largely monetize at the same rate as standard mobile pages 66 to improve advertising performance the amp project launched the amp ads initiative which includes support for more advertising formats and optimizations to improve ad load speed 67 68 exploitation for malicious purposes edit some observers believe amp allows more effective phishing attempts one serious flaw noted by tech writer kyle chayka is that disreputable parties who misuse amp as well as facebook s similar instant articles enable junk websites to share many of the same visual cues and features found on legitimate sites chayka stated that all publishers end up looking more similar than different that makes separating the real from the fake even harder 69 in september 2017 russian hackers used an amp vulnerability in phishing e mails sent to investigative journalists critical of the russian government and hacked into their websites 69 google announced on november 16 2017 that it would prevent sites in google search results from exploiting amp to bait and switch users 46 since february 2018 amp pages in google search results must contain content equivalent to that of the non amp page 70 references edit amp as your web framework amp amp github retrieved february 29 2020 matt kapko october 14 2015 google takes on apple news facebook instant articles with amp cio retrieved february 29 2020 the accelerated mobile pages project amp retrieved november 6 2016 google search guidelines for amp pages google retrieved august 21 2017 cloudflare amp cache cloudflare archived from the original on march 13 2020 retrieved february 29 2020 bing amp cache bing webmaster tools retrieved february 29 2020 introducing the accelerated mobile pages project for a faster open mobile web google retrieved february 29 2020 amping up in google search the amp blog retrieved february 29 2020 christopher ratcliff february 23 2016 google has launched accelerated mobile pages search engine watch retrieved april 3 2016 scott mark june 1 2018 google s mobile web dominance raises competition eyebrows politico retrieved february 9 2020 an open governance model for the amp project the amp blog retrieved february 29 2020 answering its critics google loosens reins on amp project techcrunch retrieved february 29 2020 introducing the accelerated mobile pages project for a faster open mobile web google october 7 2015 retrieved february 9 2020 eadicicco lara o reilly lisa google has launched a major project that aims to make the entire mobile web load a lot faster business insider retrieved february 9 2020 google opens the amp fire hose search engine land october 3 2016 retrieved august 31 2017 ubl malte amp contributor summit 2018 keynote youtube the amp channel retrieved october 11 2018 bing app joins the amp open source effort bing webmaster blog september 23 2016 retrieved april 8 2019 google amp one year later digital marketing blog adobe february 23 2017 retrieved august 31 2017 turbocharging amp amp project archived from the original on september 1 2017 retrieved august 31 2017 twitter ramps up amp search engine land july 7 2017 retrieved august 31 2017 introducing bing amp viewer and bing amp cache bing webmaster blog september 19 2018 retrieved april 8 2019 medina alberto the official amp plugin for wordpress amp project retrieved december 7 2018 amp conf keynote april 19 2019 myth busting 7 truths about developing web pages with amp formerly known as accelerated mobile pages think with google retrieved october 3 2021 twitter no longer opens the amp version of articles on android ios retrieved november 19 2021 google search ranking will factor page experience and speed from june as amp icon set to disappear retrieved november 19 2021 brave s latest feature bypasses google amp pages techcrunch retrieved april 21 2022 lyons kim april 20 2022 duckduckgo s browsers and extensions now protect against amp tracking the verge retrieved april 21 2022 how amp pages are cached amp dev retrieved october 3 2021 overview amp www ampproject org retrieved august 31 2017 cloudflare cloudflare announces ampersand the first open amp cache to give publishers more control of their mobile optimized content globenewswire news room retrieved august 31 2017 what are google web stories neil patel february 3 2021 retrieved october 3 2021 southern matt may 29 2020 google s top stories to show more than just amp pages search engine journal retrieved june 3 2020 wiggers kyle may 9 2019 google creates dedicated placement in search results for amp stories starting with travel category venturebeat retrieved june 3 2020 bringing the power of amp to gmail google february 13 2018 retrieved april 21 2021 supported email platforms clients and providers amp project retrieved april 21 2022 add amp to existing emails amp project retrieved april 21 2022 amp ads amp dev retrieved october 3 2021 supported browsers amp project retrieved september 7 2018 supported platforms vendors 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