There is a report found in the Wall Street Journal that talks about how Google’s Accelerated Mobile Pages (AMP) are being met with mixed reviews from publishers. The biggest issue for publishers is that AMP pages aren’t generating the same amount of revenue and isn’t giving publishers the same control over ads like before.
The article asserts:
For some publishers[preference for AMP in search results] is a problem, since their AMP pages do not currently generate advertising revenue at the same rate as their full mobile sites. Multiple publishers said an AMP pageview currently generates around half as much revenue as a pageview on their full mobile websites.
That’s largely because of limitations related to the types of ad units AMP pages will allow and the ad technology providers that are currently integrated with the platform, those publishers say.
Google is disputing the idea that AMP won’t monetize for publishers. According to Google, if AMP pages are properly implemented, they will be able to generate revenue comparale to publishers’ existing mobile sites. Some of the sources being cited in the article, such as The Washington Post and CNN, are being shown as eamples of publishers whose AMP pages generate revenue at roughly the same levels as their mobile sites.
It’s even stated in the article that there are some publishers who don’t want to go ont eh record discussing AMP challenges due to the fear that there will be retaliation from Google. Of course, if there is nobody to speak up about these issues and fears, there isn’t anything Google can do about it. There’s a number of publishers who feel that AMP will be forced upon them as a ranking factor.
Of course, it was clarified by Google itself that AMP usage isn’t a ranking factor, but page speed will become one soon. AMP pages are four times faster and use on-tenth of the data compared to non-AMP pages. On average, AMP pages will load in less than a second. Chances are though, Google would probably never actually turn AMP directly into a ranking factor, since they would get hit by the antitrust authorities (probably in Europe) if they did.
Granted, there were some publishers who spoke to WSJ and said that they where happy with AMP performance and monetization. These publishers said that an increasing percentage of their mobile page views were coming from AMP pages.