Mathew Ingram: Google’s AMP project should give publishers reason to hesitate

Google’s recently announced Accelerated Mobile Pages project aims to make the mobile web faster, but Mathew Ingram writes that there’s reason for publishers to be hesitant about whether to jump on board. AMP pages would likely require publishers to abandon Javascript-based analytics and tracking, which Ingram says has the potential to heavily affect their monetization. But there’s another option for publishers: “They can simply take the best parts of the specification from the publicly available documentation and implement those themselves. That way they get faster-loading pages and everyone wins.”

+ More on AMP: While Google isn’t exactly sure how advertising will work within AMP, publishers will be able to sell ads however they want and retain their data, and Google wants AMP pages to avoid “bad” ads (Wall Street Journal) and the CEO of Chartbeat, who is a partner on the project, says: “With the industry coming together around common standards it means that improving the page load of Vox also improves the page load of the New York Times. It becomes less about any one site becoming better and more about the entire web experience getting better” (Chartbeat)