A week after launching, the Google-led Accelerated Mobile Pages (AMP) initiative has raised more questions than answers for publishers concerned over its capacity to generate advertising revenue, writes Seb Joseph and Jessica Goodfellow.
Despite the teething problems, it is too early to chuck out the baby that is AMP with the bath water, and get overly concerned. It is clearly in its infancy in terms of its offering for advertisers and publishers have bought into the principle of what it’s trying to do in terms of offering web users a faster and richer experience on mobile.
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