Vox Media, BuzzFeed, Complex Networks, and BDG are working on alternatives to article pages that are optimized for mobile and moving away from Google’s AMP framework for mobile pages.
This is what the Wall Street Journal writes. According to the newspaper, various US publishers are moving away from the AMP framework to be less dependent on Google for advertising. Publishers say they are losing ad revenue due to the AMP framework and are currently testing or considering testing their own framework, according to the Wall Street Journal.
This isn’t the first time companies want to get rid of Google’s AMP framework. In November last year Twitter has decided to no longer redirect users to the AMP version of the website. The company gave no reason for this, but the plan was to phase out AMP rendering within a few months. Earlier, The Washington Post also stopped publishing AMP versions of its articles.
AMP stands for Accelerated Mobile Pages and it is a project by Google that allows sites to load faster by displaying a simplified version, a lot of code is stripped out and not all images and banners are loaded. The framework has been criticized for years† This results in fewer sales for many media, because fewer ads appear and because AMP pages are on a Google server, but contain regular articles from the media. Also last year, a lawsuit revealed that Google engineered AMP specifically to make it more difficult to sell ad space outside of Google’s Ad Exchange, The Wall Street Journal wrote earlier†
Ryan Pauley, CEO of Vox Media, says that in addition to advertising revenue, it should also be easier to increase the number of paying subscribers, because websites can then also more easily enforce their firewall on mobile. Something more difficult over AMP, he says.
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