Publishers will also be able to use AMP links to make content on other platforms faster. That includes Twitter, a key partner for the AMP project, but also Facebook. Instead of Facebook Instant Articles, publishers could simply use an AMP-compliant link to make content load quickly.
Google is describing the project as a “technical preview,” not live, which means that there are still kinks to work out.
Yet while Google appears to have made strides in speeding mobile content speeds, ad loads are a different story.
There also may be limitations around what kinds of ads can work in AMP.
“We recognize that there are bad ads on the web, but ads are an important part of the ecosystem,” said David Besbris, Google VP of engineering for search. “Some of the limitations we’ve built into the framework make sure [ads] don’t detract” from the experience.
What AMP will actually limit is still unknown, in part because it’s a work in progress and those decisions haven’t been made yet.
While AMP may limit some of the more intrusive ad formats, it also may provide the opportunity for publishers to create new ones. “Our hope is that we can create a new ad experience with this format,” Haik told AdExchanger.