The word “leak” is right. Our sense of control over our own destinies is being challenged by these leaks. Giant internet platforms are poisoning the commons. They’ve automated it.
An excellent, thorough, even-handed analysis of AMP’s performance from Tim. The AMP format doesn’t make that much of a difference, the AMP cache does speed things up (as would any CDN), but it’s the pre-rendering that really delivers the performance boost …as long as you give up your URLs.
But right now, the incentives being placed on AMP content seem to be accomplishing exactly what you would think: they’re incentivizing AMP, not performance.
Google’s weight and power come because most of the world use it without knowing there’s an alternative. Perhaps it is time we started voicing our concerns through actions and start using alternative search platforms.
Ethan is understandably dubious about Google’s recent announcement regarding the relaxation of the AMP’s iron fist.
Because it’s great to hear the AMP team make some overtures toward a more open web—and personally, I’d like to thank them sincerely for doing so. But if we’re swapping one set of Google-owned criteria for another set of slightly more permissive Google-owned criteria, I’m not sure how much will have changed.
This is very good news indeed—Google are going to allow non-AMP pages to get the same prioritised treatment as AMP pages …if they comply with the kind of performance criteria that Tim outlined.
It’ll take time to get there, but I’m so, so glad to see that Google aren’t going to try to force everyone to use their own proprietary format.
We are taking what we learned from AMP, and are working on web standards that will allow instant loading for non-AMP web content. We hope this work will also unlock AMP-like embeddability that powers Google Search features like the Top Stories carousel.
I just hope that this alternate route to the carousel won’t get lumped under the banner of “AMP”—that term has been pretty much poisoned at this point.
I share many of these concerns.
The web is huge. Even bigger than Google. I love that the web preserves all the work. I don’t think anyone has the right to change the web so they no longer work.
This looks like a handy tool for doing some quick’n’dirty competitor analysis when it comes to performance: create a scoreboard of sites to rank by speed (and calculate the potential revenue impact).
Many factors contribute to an engaging mobile experience. And speed is chief among them. Most people will abandon a mobile site visit if the page takes more than a few seconds to load. Use our Speed Scorecard to see how your site stacks up to the competition.
Chris is trying to give a balanced view on AMP, but it’s hard to find any positive viewpoints from anyone who isn’t actually on the Google AMP team.
I know I’ve covered a lot of negative news here, but that’s mostly what I’ve been seeing.
Why building inclusive tech takes more than good intentions.
When we run focus groups, we joke that it’s only a matter of seconds before someone mentions Skynet or The Terminator in the context of artificial intelligence. As if we’ll go to sleep one day and wake up the next with robots marching to take over. Few things could be further from the truth. Instead, it’ll be human decisions that we made yesterday, or make today and tomorrow that will shape the future. So let’s make them together, with other people in mind.
Ethan adds his thoughts to my post about corporations using their power to influence the direction of the web.
Heck, one could even argue the creation of AMP isn’t just Google’s failure, but our failure. More specifically, perhaps it’s pointing to a failure of governance of our little industry. Absent a shared, collective vision for what we want the web to be—and with decent regulatory mechanisms to defend that vision—it’s unsurprising that corporate actors would step into that vacuum, and address the issues they find. And once they do, the solutions they design will inevitably benefit themselves first—and then, after that, the rest of us.
If at all.
Philosophically, I’m completely against Google’s AMP project and AMP for Email, too. I will always side with the open web and the standards that power it, and AMP is actively working against both. I’m all-in on a faster web for everyone, but I just can’t get behind Google’s self-serving method for providing that faster web.
Luke Stevens is trying to get untangle the very mixed signals being sent from different parts of Google around AMP’s goals. The response he got—before getting shut down—is very telling in its hubris and arrogance.
I believe the people working on the AMP format are well-intentioned, but I also believe they have conflated the best interests of Google with the best interests of the web.
From a consumer’s point of view, less intrusive ad formats are of course desirable. Google’s approach is therefore basically heading in the right direction. From a privacy perspective, however, the “Better Ads” are no less aggressive than previous forms of advertising. Highly targeted ads based on detailed user profiles work subtle. They replace aggressive visuals with targeted manipulation.
AMP pages aren’t fast because of the AMP format. AMP pages are fast when you visit one via Google search …because of Google’s monopoly on preloading:
Technically, a clever trick. It’s hard to argue with that. Yet I consider it cheating and anti competitive behavior.
Preloading is exclusive to AMP. Google does not preload non-AMP pages. If Google would have a genuine interest in speeding up the whole web on mobile, it could simply preload resources of non-AMP pages as well. Not doing this is a strong hint that another agenda is at work, to say the least.
As of this moment, the power dynamics are skewed pretty severely in favor of Google’s proprietary AMP standard, and against those of us who’d ask this question:
What can I do about AMP?
So, to recap, the web community has stated over and over again that we’re not comfortable with Google incentivizing the use of AMP with search engine carrots. In response, Google has provided yet another search engine carrot for AMP.
This wouldn’t bother me if AMP was open about what it is: a tool for folks to optimize their search engine placement. But of course, that’s not the claim. The claim is that AMP is “for the open web.”
Spot on, Tim. Spot on.
If AMP is truly for the open web, de-couple it from Google search entirely. It has no business there.
Look, AMP, you’re either a tool for the open web, or you’re a tool for Google search. I don’t mind if you’re the latter, but please stop pretending you’re something else.
If only our digital social networks were to exhibit this kind of faded grandeur when they no longer exist.
I signed this open letter.
We are a community of individuals who have a significant interest in the development and health of the World Wide Web (“the Web”), and we are deeply concerned about Accelerated Mobile Pages (“AMP”), a Google project that purportedly seeks to improve the user experience of the Web.
Good news! Google will graciously allow non-Google-hosted AMP pages to get the AMP blessing in search results.
Bad news! It requires publishers to package up their AMP pages in a new packaging format that browsers don’t support yet.