Google unveiled its open-source Accelerated Mobile Pages format in 2016 to improve the mobile web by making pages load faster (and match Facebook‘s own fast Instant Articles format). While Instant Articles has fallen out of use with publishers, AMP has contributed to Google overtaking Facebook as a traffic referral source. But despite AMP becoming a growing share of web traffic, some are calling its benefits into question.
A new study by Chartbeat published last week shows that only a third of publishers actually see clear evidence of a traffic increase from AMP. The study looked at 159 publishers that adopted AMP in 2017. Most were U.S. publishers and represented a mix of national, local, news and lifestyle. [Full story: DigiDay/Lucia Moses]