AMP Roadmap update to close out Q1

We’ve updated the AMP Roadmap to reflect some of the progress made in the first quarter of 2017. You can read more about some of the highlights below.


We continue to place a big focus on making the AMP format conducive to more interactive and engaging user experiences. We’ve made amp-bind, a flexible event binding system that enables vastly more interactivity in AMP, available in an experimental beta release. This means you can test out some of the basic behaviors of amp-bind, such as how it can work together with an image carousel—but amp-bind won’t yet be valid for use in production AMP pages until its launch, which is targeted for later this quarter.

We’re also working on scroll-dependent interactions. We’ve started by directly addressing two concrete use cases: parallax scrolling and contextually-displayed headers. In addition, we’re working on a general, flexible framework for scroll-bound animations.

Finally, earlier this month we launched AMP Start, a collection of quick-start code templates and components, intended to give developers and designers the tools to create great-looking AMP sites quickly and easily. In the coming weeks we’ll be working on ways to make it easier to use and configure these pages without having to edit the code directly.



We’ve made an update to sticky ads by removing the restriction to load the ad only after the first viewport – this should boost viewability. We’re hopeful this change can also drive greater monetization due to the viewability increase for your sticky ads implementation. We’ve also updated the sticky ad to collapse when there are no ad fills instead of displaying an empty container.

In addition, this quarter we reached the milestone of 100 ad networks supporting AMP. To help these ad networks serve AMP ads, Cloudflare has launched an ad network implementation that makes it easy for any ad network to serve them. In addition, Cloudflare launched Firebolt, a suite of services that makes it easy for publishers and ad networks to serve AMP ads.

We’ve launched support for dynamic call tracking, which is typically used in ad landing pages for identifying ad attribution.

In the next quarter, we’re working on performance improvements to non-AMP ads being served to AMP pages. In addition, we’ll also be working on serving AMP ads to non-AMP pages.



We expanded support for variable substitutions, notably Client ID, to links and forms. The former can be used to manage user state involving multi-page sessions. The latter is useful to build add-to-cart flows for e-commerce.

We also completed a migration to Intersection Observer to support visibility features. You’ll hopefully notice no changes as a result of this migration. It does, however, shift AMP analytics toward a highly respected approach for measuring element viewability. We also introduced a new trigger, “ini-load”, which is triggered when the initial contents of an AMP element or an AMP document have been loaded. In contrast to the document-level “visible” trigger that has long been available, “ini-load” used at the document level will not fire until all of the content elements visible in the viewport are also loaded. This is helpful to support AMP Ad–related features and offers a different way to measure engagement based on actual content visibility.

Finally, we’ve started a project that will enable extensions to take advantage of amp-analytics to report data to extension authors so that extension authors have greater visibility into how their extensions are performing.

* * *

Thanks to the AMP development community for your work and feedback. As always, please let us know if you have any issues or feature requests.

Posted by Rudy Galfi, Product Manager, AMP Project

AMP Roadmap update to close out Q1

Learn the AMP basics in your language!

To celebrate the new AMP Project YouTube channel and follow up on AMP Conf, we’re rolling out a fresh series of Local Language AMP office hours.

Sessions will include beginner introductions to AMP for a non-technical audience in Italian, French, German, Spanish, Indonesian, Korean, Japanese and English. Native language speaking AMP experts will be on hand to answer your questions as we run through the basics.

Add your questions to the comments on the event pages below, and we will answer them during the office hours. You can also watch the hangouts on demand, on the AMP YouTube page after the event.

Check out the lineup below and join the discussion.

  • Italian
  • French
  • Japanese
    • Introduction to AMP – Mar. 21 @ 0930 JST with Sachiyo Sugimoto and Miki Toda, Google Technology Managers
  • German
  • Spanish
  • Korean
  • Indonesian
  • English

Learn more about AMP by checking out recent talks from AMP Conf.  The Keynote and What’s next in AMP in particular cover The AMP Project’s recent progress and plans for the future.

Posted by Tomo Taylor, AMP Community Manager

Learn the AMP basics in your language!

AMP grows its footprint

The AMP family is set to grow its international footprint with news today that the biggest search engines in Asia Pacific will start to distribute AMP pages to a new audience of more than 1 billion people.  

Baidu and Sogou, which account for around 90% of the search market in China, made the announcement on the opening day of the first AMP developer conference which is taking place in New York. They were joined by Yahoo Japan which said it will connect to AMP pages from their Search results, bringing all the goodness of AMP to their 58m daily users in Japan.

The addition of these key distribution platforms represents a major step for the open source project which launched in October 2015 alongside a handful of publishers and technology companies all united by a common cause:  make the mobile web work better for everyone.

Baidu, Sogou and Yahoo Japan join a growing roster of companies already supporting AMP from Bing to Pinterest and from Google to LinkedIn, which said it sees a 10% increase in time spent in an AMP article vs non-AMP, the most critical metric for their news feed.  The expansion underlines the value of AMP for publishers and websites who don’t have to customize anything for each of these platforms –  develop AMP pages once and they just work on all supported platforms.

Of course it’s never been easier to build AMP pages with all the major CMS systems actively supporting AMP.  Over the next two days we will hear from some technology integrators — companies like Relay Media and Postlight — which help build solutions from scratch and even convert existing web archives in a matter of days or weeks.

This whole ecosystem makes developing and publishing AMP pages easy and accessible to smaller publishers and websites that may not have the necessary in-house technology resources readily available.  Take Tumblr, which has already turned on AMP on for a number of sites but is planning to ramp things up for all their 300m+ blogs over the coming weeks.  

While we continue to see many news publishers building new AMP pages, we also see increased adoption from e-commerce, travel, recipes and other diverse websites around the world, with new ones joining every day.  eBay was one of the first eCommerce companies to launch AMP in production and will tell developers at the conference why they bet on AMP as well as share some tips and tricks and new metrics along the way.  Likewise, one of India’s biggest retailers SnapDeal has gone all-in on AMP, and is seeing a 52% improvement in average daily orders

AMP also offers a number of monetization options for publishers and websites, from native advertising, to analytics tracking and even the latest launch from Cloudflare of an AMP ad verification and optimization service.

Additionally we are applying the AMP framework to ads to make them faster, lighter and more secure.  With AMP Ads, native ad exchange Triplelift – one of the newest members of the AMP family — delivered ads that are 3x lighter and load 6x faster than their traditional counterparts. The ads also saw a strong uplift in viewability and corresponding improvements of 13%  in CTRs and eCPMs. You can see more case studies here.

At the heart of this first AMP conference is community.  We had almost 10,000 engaged developers on Github, hundreds of people reporting bugs and 300 code contributors from many companies.  Everyone has played a part in making AMP better, underlining that it is by working together that we can succeed in making the mobile web live up to its full potential.

We hope this event is the first of many.  But don’t worry if you can’t make it in person because you can follow along on a live stream here

Posted by David Besbris, VP Google Search, AMP Project Lead at Google

AMP grows its footprint