Thursday, September 30, 2021 at 04:58

The End of AMP2

Michael Tsai

Dwayne Lafleur (via Hacker News):

Google provided a distinct advantage to sites using AMP - priority
placement on the world「s largest traffic source - Google search. lve
had the pleasure of working with more than twenty thousand
publishers in the five years since AMP「s launch, and | don.t believe
lve ever heard a single reason that a publisher uses AMP other than
to obtain this priority placement.

[..]

The good news is that, in May [2021], this is all about to change.
Part of the Google update is that all pages with high Page
Experience scores are eligible to be in the featured top news
carousel. This effectively means that publishers will no longer be
forced to use AMP and can instead provide fast, rich experiences on
their own domains:.

[..]

The good news gets even better; non-AMP pages make
considerably more revenue per pageview than AMP pages. Initially, 1
assumed this was due to the nature of how ads load on AMP,
however, recent Antitrust lawsuits have proposed that hindering ad
competition was a feature and that all non-amp ad tags, such as my
company, Ezoic「s, were delayed by 1second to make them less
effective.
considerably more revenue per pageview than AMP pages. Initially, 1
assumed this was due to the nature of how ads load on AMP,
however, recent Antitrust lawsuits have proposed that hindering ad
competition was a feature and that all non-amp ad tags, such as my
company, Ezoic「s, were delayed by 1second to make them less
effective.

Nick Heer:

Let us hope this marks the rapid decline of a proprietary format
designed to replicate the open standards of the web in a way that
Google can more readily control and track.

John Wilander:

The Google AMP cache is the cross-site tracking stunt of the
decade. How did they get away with serving others「 content under
google.com for all these years, with full access to people「s Google
login cookies, while making the actual content providers into 3rd-
parties?

Marko Saric (via Hacker News):

From the release of the Core Web Vitals and the page experience
algorithm, there is no longer any preferential treatment for
Accelerated Mobile Pages (AMP) in Google「s search results, Top
Stories carousel and the Google News. Google will even remove the
AMP badge icon from the search results:.

You can now safely ignore Google AMP when building a more

diverse and more exciting web without any artificial restrictions set
by the adtech giant.

[..]
e
decade. How did they get away with serving others「 content under
google.com for all these years, with full access to people「s Google
login cookies, while making the actual content providers into 3rd-
parties?

Marko Saric (via Hacker News):

From the release of the Core Web Vitals and the page experience
algorithm, there is no longer any preferential treatment for
Accelerated Mobile Pages (AMP) in Google「s search results, Top
Stories carousel and the Google News. Google will even remove the
AMP badge icon from the search results:.

You can now safely ignore Google AMP when building a more
diverse and more exciting web without any artificial restrictions set
by the adtech giant.

[..]

Google AMP was never popular. it was controversial from the day it
was introduced and received a big push back and a lot of hate but
Google stuck to its guns for years.

There「s been a lot of antitrust scrutiny on Google and it may have
played a role in this change of heart.

pPreviously:
。 i0S Safari Extension: Amplosion

。 Texas vs. Google
s Google「s Accelerated Mobile Pages

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