AMP a stripped down version of the open Web
Many of today's leading publishers partnered with Facebook and Apple to reach their massive user bases, but there's a growing fear that those closed approaches might be too much of a land grab. Media companies contribute to these various efforts because they don't want to be left behind, but concerns over the viability of these business models remain.
AMP, Apple News and Facebook Instant Articles all deliver vastly improved experiences for users compared to traditional mobile sites, but AMP is unique because it claims to be an open-source initiative meant to benefit publishers, advertisers and users. Meanwhile, an underlying perception exists that Apple and Facebook's partner-centric approaches will result in the formation of winners and losers based on those platforms' business interests.
"If we have a standardized way about doing this, then all of a sudden all of these folks benefit. Twitter can win with Moments, while Google wins with AMP," says Facemire. "It's not mutually exclusive."
AMP aims to improve content delivery across all mobile browsers and apps; the goal is not to serve as a defined container for articles within a specific ecosystem. Web pages built for AMP using HTML can be created using standard tools, and Google then accelerates pages via cache servers that are available to anyone for free.
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