On October 2, Google announced several Accelerated Mobile Pages Project (AMP), technical updates.  These updates included scrolling animations, an improved responsive-navigation sidebar, support for video analytics, fluid ad support and other features to improve ad targeting.

Here’s a little more color on the list of new capabilities:

  • Scrolling animations: enables “parallax effects, subtle zoom or fade-in of images, and starting or stopping animations”
  • Responsive sidebar: “improvements to amp-sidebar enable changing display format based on the width of the viewport”
  • Native video analytics support in AMP
  • Improved Client ID information to enable consistent ID recognition as users migrate between AMP and non-AMP pages
  • Fluid-ad support for publishers: enables publishers to request ads where the ad size is unknown

You can click here to go to the post that goes into more technical detail about each of these updates.

The AMP project was announced in 2015 by Google, with the goal of improving the rendering of content pages on mobile devices.  AMP, since then, has been expanded to include ads and analytics.  in mid-2016, AMP for Ads (and landing pages) was introduced.  At the same time, content pages that was AMP-enabled moved out of the “top stories” and into main search results in August of 2016.

According to Google research, AMP pages will load about four ties faster and use one-tenth the data of pages and objects not built in AMP.  Google said that AMP-powered mobile display ads load up to five seconds faster than traditional display ads.  A number of publishers on the DoubleClick exchange reported higher eCPMs on AMP pages as well.

The project is not without controversy, though, regarding the AMP URLs vs. publisher URLs. However, in iOS 11, Apple attempts to remedy that: Safari changes AMP URLs back to publisher URLs when shared.

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