George Slefo, reporting for Advertising Age:
In short, AMP is like a diet version of HTML. It is extremely fast
essentially non-existent, for now at least, and images won’t load
until they’re in the user’s view. AMP will also deliver content
much faster because it will be cached via the cloud, meaning
Google won’t have to fetch it from a publisher’s site each time a
request is made.
The end result is a near instantaneous content delivery system.
Come launch, publishers will be able to track analytics and sell
ads. Solutions for paywalls were put into place Tuesday. And,
crucially, Google will favor AMP sites over others with the same
search score in the results it shows consumers, said Richard
Gingras, senior director, news and social products at Google.
Update: Rafe Colburn:
Does Google AMP offer any advantage (other than reduced effort)
over building something yourself with the same goals as AMP?
Update 2: Ad Age has filed a correction to the story that retracts the claim that Google will favor AMP pages in search results.
★ Wednesday, 10 February 2016