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Google’s AMP Poised to Take the Lead from Facebook’s and Apple’s Walled Gardens

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Re: Google’s AMP Poised to Take the Lead from Facebook’s and Apple’s Walled Gardens

#3

Post by espadrine »

VeejayRampay wrote: post #2

Past all the considerations of content ownership and all, it seems to be quite the technical feat, the impact on page load is real (or maybe my testing was partial or biased).

I'd argue it is more of a social feat than a technical one. It is still HTML, after all.

The real underlying issue that AMP solves is ad bloat. Online newspapers tend to include that one more ad library that tracks a particular thing that one ad partner or one analytics team wishes to have, let alone visual bloat such as "share as", "like", "comment" and other social widgets all implemented as iframes with their own separate trackers, and the sum of it all has a large impact on both download sizes and performance, since they are seldom optimized. Oil on fire is the fact that there is generally no incentive to remove libraries that no longer have a use.

AMP forces newspapers and other content providers reliant on advertising to play nice. It gives them an incentive (through caching and better indexing) which costs them the bloat.

Re: Google’s AMP Poised to Take the Lead from Facebook’s and Apple’s Walled Gardens

#4

Post by alexatkeplar »

Big fan of what AMP is doing, but I'm a little surprised by the statement that:

> Today, multiple web metrics providers are on board, including Moat (who partner with Chartbeat), Nielsen, ComScore, Parse.ly, ClickTale, Adobe Analytics

As far as I know, our (Snowplow's) PR into AMP is the first and only (so far) from a non-GA analytics vendor:

https://github.com/ampproject/amphtml/pull/1358

Maybe I'm looking in the wrong place?

Re: Google’s AMP Poised to Take the Lead from Facebook’s and Apple’s Walled Gardens

#5

Post by x1024 »

(The article said to "try any page from The Guardian with '/amp' to test its performance")

Oh my: http://tools.pingdom.com/fpt/#!/bniZiH/https://www.theguardi...

"Such mobile performance, wow". 4 megabytes of video(Preloading two different videos. Why?), maybe 10 different domains, downloading JS before downloading images...

And this is the showcase for AMP.

It's almost as if "there is no silver bullet" for web performance, and "actual programming skill" is still a requirement.

There is a difference between AMP and non-AMP, yes: http://tools.pingdom.com/fpt/#!/bAnV7C/https://www.theguardi...

But at this point in time, it seems that installing an ad blocker has about the same impact as "conceding to view a crippled AMP-redesign of the page that doesn't even have navigation".

Re: Google’s AMP Poised to Take the Lead from Facebook’s and Apple’s Walled Gardens

#6

Post by franze »

ok, just to get this straight

if a publisher want to do everything right in todays internet, they need

  * a responsive website
  * with views for desktop, mobile and tablet 
  * optimized for search, social and conversion
  * optional: augmented with schema.org
  * an iphone app (one or more)
  * an android app
  * optional: tablet/ipad app 
  * facebook channel 
  * twitter channel 
  * youtube channel
  * pinterest presence 
  * whatsapp presence
  * snapchat presence 
  * one or more newsletter
  * constant A/B testing
now add

  * facebook instant articles
  * google amp pages
did i forget something?

yes page bloat, third party crap and webperformance is a serious issue for users and publishers, but solving it with throwing another half baked technology at the publishers will not work.

it's cHTML all over again https://en.wikipedia.org/wiki/C-HTML

AMP solves the right problem with a non solution.

Re: Google’s AMP Poised to Take the Lead from Facebook’s and Apple’s Walled Gardens

#8

Post by RP_Joe »

franze wrote: post #6

ok, just to get this straight if a publisher want to do everything right in todays internet, they need * a responsive website * with views for desktop, mobile and tablet * optimized for search, social and conversion * optional: augmented with schema.org * an iphone app (one or more) * an android app * optional: tablet/ipad app * facebook channel * twitter channel * youtube channel * pinterest presence * whatsapp pres…

I agree. This is why some pages are omitting social shares. And my understanding is amp does not work with Javacrip. That's a problem. Why does this sound like google+ all over again?

Re: Google’s AMP Poised to Take the Lead from Facebook’s and Apple’s Walled Gardens

#9

Post by wanda »

x1024 wrote: post #5

(The article said to "try any page from The Guardian with '/amp' to test its performance") Oh my: http://tools.pingdom.com/fpt/#!/bniZiH/https://www.theguardi... "Such mobile performance, wow". 4 megabytes of video(Preloading two different videos. Why?), maybe 10 different domains, downloading JS before downloading images... And this is the showcase for AMP. It's almost as if "there is no silver bullet" for web perfo…

Using the same tool, I can see that my website loads in 440ms in the Netherlands. The homepage is 140kb, makes 6 requests, leverages caching and http/2 thanks to nginx etc.

Which is great and everything, but for a reader in Texas, that becomes 1.2s thanks to the fact that my site is hosted in London.

As you point out, AMP pages which weigh in at 4MB can be loaded in a seemingly underwhelming time: ~800ms. However, I think the important takeaway from this is that the pages load in ~800ms in two different continents.

The articles I publish on my blog use AMP-HTML. I don't include media or ads at all, just text and fonts. These pages fully load in 200ms.

I conclude that the free CDN offered by Google is, frankly, a very attractive feature.

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