The scope and feature list of the open-source project continue to expand.

Google announced sev­er­al Accel­er­at­ed Mobile Pages Project (AMP), tech­ni­cal updates. These includ­ed scrolling ani­ma­tions, an improved respon­sive-nav­i­ga­tion side­bar, sup­port for video ana­lyt­ics, flu­id ad sup­port and oth­er fea­tures to improve ad tar­get­ing.

Here’s a lit­tle more col­or on the list of new capa­bil­i­ties:

  • Scrolling ani­ma­tions: enables “par­al­lax effects, sub­tle zoom or fade-in of images, and start­ing or stop­ping ani­ma­tions”
  • Respon­sive side­bar: “improve­ments to amp-side­bar enable chang­ing dis­play for­mat based on the width of the view­port”
  • Native video ana­lyt­ics sup­port in AMP
  • Improved Client ID infor­ma­tion to enable con­sis­tent ID recog­ni­tion as users migrate between AMP and non-AMP pages
  • Flu­id-ad sup­port for pub­lish­ers: enables pub­lish­ers to request ads where the ad size is unknown

The open-source AMP project was announced by Google in 2015 to speed up the mobile web. Specif­i­cal­ly, AMP was aimed at improv­ing the ren­der­ing of con­tent pages on mobile devices. Since that time, AMP has been great­ly expand­ed to include ads and ana­lyt­ics. AMP for Ads (and land­ing pages) was intro­duced in mid-2016. Mean­while, AMP-enabled con­tent pages moved out of the “top sto­ries” sec­tion — where news results are dis­played — and into main search results in August of 2016.

AMP pages load rough­ly four times faster and use one-tenth the data of pages and objects not built in AMP, accord­ing to Google research. The com­pa­ny also says that AMP-pow­ered mobile dis­play ads load up to five sec­onds faster than tra­di­tion­al dis­play ads. Many pub­lish­ers on the Dou­bleClick exchange report­ed high­er eCPMs on AMP pages as well.

The project is not with­out con­tro­ver­sy, though, regard­ing the AMP URLs vs. pub­lish­er URLs. How­ev­er, in iOS 11, Apple attempts to rem­e­dy that: Safari changes AMP URLs back to pub­lish­er URLs when shared.