How Google’s AMP Publisher Pushback Is Affecting Marketers

More and more publishers are looking to a technology from Google that has been proposed as a way to speed up the download of web pages to mobile devices and improve their appearance on smartphone screens. Moving away from Google’s Accelerated Mobile Pages (AMP) can give marketers more flexibility in the types of ads they buy from publishers.

According to The Wall, Vox Media, Complex Networks from BuzzFeed, and BDG, the publisher of Bustle and other sites, have started testing or evaluating whether they should ditch AMP and use their methods to create mobile-friendly web pages. Street newspaper. Editors would not be the first to leave AMP after the Washington Post last year.

“Publishers have learned the hard way that it’s not a smart strategy to transfer traffic, listening and revenue control to conflicting platforms like Google and Facebook,” Adam Berkowitz, team leader at marketing platform LiveIntent, told Email Marketing. “Fortunately, that’s about to change. Especially in recent years, we’ve seen more and more publishers regain control.”

Google launched AMP in October 2015 as part of a broader initiative to speed up web browsing on mobile devices. The company had planned to implement a system to prioritize mobile-optimized websites, but last year, after several delays, it introduced a mobile usability ranking method in its search results. The change meant that publishers no longer had to create separate AMP versions of web pages to appear more prominently in search results.

AMP has also generated controversy, with Google being sued by the state attorney general in a crude version of a lawsuit against various types of competing companies.

The suit alleges that AMP pages make it more difficult for publishers to programmatically sell advertising space outside of Google’s Ad Exchange and that the company has decreased load times for non-AMP pages. Google denied the claims as false or misleading.

AMP will disappear from the web, as Adobe’s Flash multimedia platform did in the past, predicts Lotame’s Woosley. As Google constantly introduces new technologies, the company has also eliminated or replaced several products, such as the social network Google+ or the instant messaging app Hangouts.

“The technology in digital execution is constantly improving and now that publishers have a few years of experience and better control over impact and numbers,” he said. “It’s not surprising that these guys are finding their solutions and solutions… and voting with their feet.”