The promise of the AMP (Accelerated Mobile Pages) project was that it would make the web, and, in particular, the mobile web, much more pleasant to surf. The AMP HTML framework was designed to make web pages load quickly, and not distract the user with extraneous content that took them away from focusing on the web page’s content. It was particularly aimed at publishers (such as news organizations
AMP has caused quite the stir from a philosophical perspective, but the technology hasn’t received as close of a look. A few weeks ago, Ferdy Christant wrote about the unfair advantage being given to AMP content through preloading. This got me wondering: how well does AMP really perform. I’ve seen folks, like Ferdy, analyze one or two pages, but I hadn’t seen anything looking at the broader pictur
For over two years, AMP has been a leading format for creating consistently excellent user experiences on the web, and Google continues to invest strongly in it as our well-lit path to achieving a user-first web. We’ve long believed that the goal of a user-first web can be built in many ways, but, until we began working on AMP, knowing exactly what that meant and how it could be verified was a cha
In a blog post today, Google is announcing that it’s formally embarking on a project to convince the group in charge of web standards to adopt technology inspired by its Accelerated Mobile Pages (AMP) framework. In theory, it would mean that virtually any webpage could gain the same benefits as AMP: near-instantaneous loading, distribution on multiple platforms, and (critically) more prominent pla
Google is bringing its Accelerated Mobile Pages (AMP) capabilities to email today through a developer preview for Gmail. The feature, called AMP for Email, will allow developers to make emails “more interactive and engaging.” Google envisions the feature to be beneficial to users because developers can embed widgets in emails that are constantly up-to-date and include actionable functions that wor
By John Gruber Archive The Talk Show Dithering Projects Contact Colophon Feeds / Social Sponsorship 1Password secures every sign-in for every app on every device. Google Announces Plan to Improve URLs for AMP Pages, But Even If It Happens, Which Remains Uncertain, AMP Will Still Suck Malte Ubl, tech lead for the AMP Project at Google Based on this web standard AMP navigations from Google Search ca
Ethan quite rightly points out some semantic sleight of hand by Google’s AMP team: But when I hear AMP described as an open, community-led project, it strikes me as incredibly problematic, and more than a little troubling. AMP is, I think, best described as nominally open-source. It’s a corporate-led product initiative built with, and distributed on, open web technologies. But so what, right? Tom-
Background As is often the background of those in this industry, I've been developing since grade school (I grew a love of computers via the TVO show Bits and Bytes), starting on an Atari 400, then 800XL, then C64, then Atari ST, then onto the world of PCs. Later adding Macs and mobile. I'm Canadian — currently living in the Toronto area — often plying my trade working remotely for companies aroun
Even though the new Service Worker API allows you to cache away all of your website’s assets for an almost instant subsequent load, like when meeting someone new, the first impression is what counts. If the first load takes more than 3 seconds, more than 53% of all users will drop off. There are ways to mitigate this problem of a slow first load, but you can only get so far with this strategy, and
A lot can happen in a year when people unite around a common cause. In the case of the open source Accelerated Mobile Pages Project, that means improving the mobile web for everyone. That’s a tall order in a world dominated by nearly 7 billion small screens, but as we celebrate the first anniversary of AMP we are making headway. From day one, a key focus for AMP has been speed. It is arguably on
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