Google has introduced a new version of Accelerated Mobile Pages it calls AMP Lite. The new Web page format will take up to 45% fewer bytes than the standard AMP page to support slowernetwork connections.
AMP Lite, which compresses images and image data, will roll out globally for “bandwidth-constrained users” in countries such as Vietnam and Malaysia and for those with lowram devices. The changes may modify fine details of some images, but do not affect other parts of the page including ads, according to Software Engineers Huibao Lin and Eyal Peled.
The changewill optimize external fonts by using the amp-font tag, setting the font loading timeout to 0 seconds so thatpages display immediately regardless of whether the external font was previously cached or not, Google’s engineers wrote in a post.
Google also made improvement to image optimizations by AMP Cache. Changes made for AMP tooptimize image delivery range from removing invisible or difficult to view data, reducing color and quality of images without affecting visuals, and converting images to WebP format, which leadsto a 25% reduction in bytes and no loss in quality. A few other more techie changes are described by Lin and Peled.
Source: Google Introduces AMP Lite For Slow Networks, Low-Ram Devices 01/13/2017
AMP is a way to build web pages for static content that render fast. AMP in action consists of three different parts:
Filed under Google, Mobile
If some publishers are cooling on Facebook Instant Articles, they’re becoming hot and heavy with Google AMP, the search engine’s answer to Instant Articles.
In February, Google rolled out AMP, which stands for Accelerated Mobile Pages, on mobile search results in Google News. Publishers scrambled to adopt Google’s open-source code on their pages because search still drives close to 40 percent of referral traffic overall, and they know that as their audiences shift to mobile, having fast mobile pages can only help them get surfaced by Google’s algorithm.
“We love it,” said Ben Robinson, Thrillist’s editorial director. Thrillist is getting 15 percent of its search traffic from AMP, boosting its search traffic by more than a third, which he called “exciting,” given the company is more lifestyle than news. At news-heavy USA Today Network, AMP is generating 12 percent of all mobile page views, said Michael Kuntz, svp of digital there.
AMP has become a bigger part of the mix at The Verge, representing 14 percent of its traffic in September, according to its editor, Nilay Patel. One multi-title publisher, which didn’t want to share its results publicly, said its AMP pages are loading 95 percent faster and bounce rate is more than 50 percent lower than regular mobile search pages, “which is insane,” a top exec there said.
Source: Publishers are pleasantly surprised by Google AMP traffic – Digiday
AMP, which is essentially Google’s answer to Facebook’s fast-loading Instant Pages, first launched on Google’s mobile search results pages but it’s now being integrated into a wider number of products. As AMP reaches a wider audience, publishers are obviously also interested in being able to sell different types of ads on these pages. It currently features basic ad support already, but as the company announced today, AMP will soon get support for three new ad types: sticky ads, flying carpet ads, and AMP Ads for AMP Pages that should load as fast as the content.
AMP ads are probably the closest to the platonic ideal of having ads on AMP pages because they are meant to load as fast as the AMP page itself. These ads are written in pure AMP HTML, which is the main component that makes AMP posts load as fast as they do.
Source: Google is bringing new ad types to AMP, including those annoying flying carpet ads | TechCrunch