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not having a walled garden."They say AMP is not actually supporting the open web because it is a "fork" or variation on HTML and one that Google essentially controls...Some publishers have complained that as Google prioritizes AMP links—as it recently said it will do in mobile search—media companies will lose even more control because AMP pages are hosted and controlled by Google.
Any organization or individual can build products or features which will work on AMP pages, provided they comply with the AMP Project specifications.
As of July 2017, the AMP Project's website listed around 120 advertising companies and around 30 analytics companies as AMP Project participants.
The AMP email format provides a subset of AMPHTML components for use in email messages, that allows recipients of AMP emails to interact dynamically with content directly in the message.
AMP pages are published on-line and can be displayed in most current browsers.
In 2019, Google announced the new AMP Email section of the AMP framework.
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AMP for email allows senders to include AMP components inside rich engaging emails, making modern app functionality available within email.
"Our mobile search traffic is moving to be majority AMP (Google hosted and not on our site) which limits our control over UI, monetization et al," said one digital media executive, quoted in a Fortune article."In a nutshell, these publishers are afraid that while the AMP project is nominally open-source, Google is using it to shape how the mobile web works, and in particular, to ensure a steady stream of advertising revenue…
More than anything else, the concerns that some publishers have about AMP seems to be part of a broader fear about the loss of control over distribution in a platform-centric world, and the risks that this poses to traditional monetization methods such as display advertising.""AMP prefetching and pre-rendering results in some additional data (and power) use with each search.
Since Google launched the AMP Story format, there have been a number of new Saa S that offer fast, no-code option to create AMP Stories.
These tools are fit for content publishers who want to exploit the new technology, but do not know how to code, or wish to publish content in an accelerated manner without manually defining styling and layout.