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Fascinating Facts on Google's AMP Project

Posted on 1.30.2017

Across industries, businesses are trying to find and act on the best ways to present information to mobile Web users.

One initiative is the open source Accelerated Mobile Pages (AMP) Project from Google, which "embodies the vision that publishers can create mobile optimized content once and have it load instantly everywhere." Interested in learning more? Here are a few quick facts about AMP. 

AMP Optimizes Images

Google removes image data that is invisible to users (e.g., thumbnail and geolocation metadata). For JPEG images, Google also reduces quality and color samples if they are higher than necessary. Another way AMP optimizes images is by decreasing the quality of JPEG images when there is an indication that this is desired by the user or for very slow network conditions (as part of AMP Lite discussed below). Read more here

Six-Hundred Million Pages are Available in the AMP Format

Since AMP was announced in 2015, a large number of publishers have adopted AMP. Today, 600 million pages across 700,000 different domains are available in the AMP format. Read more here.

There's a Sandbox for That

Google offers a developer testing sandbox available at g.co/ampdemo/cache to test accessing a site via Google Search. Read more here

Forms are Supported in AMP

In Oct. 2016, Google launched support for forms in AMP HTML. With the “amp-form” extension, the <form> element and its related elements like <input> can be used to build forms within AMP documents. This enables building experiences ranging from a product color picker on an e-commerce detail page to an email field to capture newsletter signups to an interactive poll to engage readers within an article. Read more here and here.

AMP has 70+ Ad Tech Providers

Seventy-plus advertising technology providers have already integrated with AMP, which does not keep a revenue share. Existing tags that are delivered via a supported ad server also work in AMP. Read more here.

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