With the recent shift to mobile, media consumption is changing. Users now consume content wherever they find it — sometimes it’s directly from a publisher’s website, oftentimes it’s not. Given how frustrating the mobile web can be, many content distribution platforms are seeking alternatives. In many cases, these alternatives tend to be platform specific, placing a burden on the publishers to support this fragmentation of formats and closing off the ecosystem.
The Accelerated Mobile Pages (AMP) Project is an initiative to improve the mobile web and enhance the distribution ecosystem. If content is fast, flexible and beautiful, including compelling and effective ads, we can preserve the open web publishing model as well as the revenue streams so important to the sustainability of quality publishing.
AMP HTML is a new way to make web pages that are optimized to load instantly on users’ mobile devices. It is designed to support smart caching, predictable performance, and modern, beautiful mobile content. Since AMP HTML is built on existing web technologies, and not a template based system, publishers continue to host their own content, innovate on their user experiences, and flexibly integrate their advertising and business models — all within a technical architecture optimized for speed and performance.
Source: https://www.ampproject.org/
Photo by Johan Larsson 
Last Updated on March 20, 2021 by Code Guru