{"id":13218,"date":"2019-10-07T12:12:28","date_gmt":"2019-10-07T17:12:28","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=13218"},"modified":"2020-09-09T14:52:30","modified_gmt":"2020-09-09T19:52:30","slug":"what-is-amp-and-should-you-run-it","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/what-is-amp-and-should-you-run-it\/","title":{"rendered":"What is AMP and Should You Run it?"},"content":{"rendered":"\r\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-bottom:0\">\r\n<article class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\r\n<section class=\"wp-block-group alignfull is-style-beige has-global-padding is-layout-constrained wp-container-core-group-is-layout-772205c6 wp-block-group-is-layout-constrained is-style-beige--1\" style=\"padding-top:var(--wp--preset--spacing--50)\">\r\n<header class=\"wp-block-group c-breadcrumbs aligngrid has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-61973aa6 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0\">\r\n<header class=\"wp-block-group aligngrid is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-d68226ec wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--30)\">\r\n<figure class=\"wp-block-image size-large is-resized\" style=\"margin-bottom:5px\"><img decoding=\"async\" src=\"https:\/\/mediavine-dev.d1.moderntribe.qa\/wp-content\/uploads\/2025\/10\/chevron-left2.svg\" alt=\"\" class=\"wp-image-542\" style=\"aspect-ratio:9\/16;object-fit:contain;width:auto;height:20px\"\/><\/figure>\r\n\r\n\r\n\r\n<p class=\"is-style-small is-style-small--2\"><a href=\"\/blog\/\">Back to Blog<\/a><\/p>\r\n<\/header>\r\n\r\n\r\n\r\n<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:0;margin-bottom:0\"\/>\r\n<\/header>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull is-style-default has-neutral-20-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-bottom:var(--wp--preset--spacing--70);padding-top:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--60)\"><div class=\"aligncenter aligncenter wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Advertising<\/span><\/li><\/ul><\/div>\r\n\r\n<h1 style=\"margin-top:var(--wp--preset--spacing--10);\" class=\"has-text-align-center wp-block-post-title\">What is AMP and Should You Run it?<\/h1>\r\n\r\n\r\n<div class=\"wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-9b38c6d9 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;padding-top:0;padding-bottom:0\"><div style=\"margin-bottom:0;margin-top:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-author-name\">Eric Hochberger<\/div>\r\n\r\n\r\n<p>\u2022<\/p>\r\n\r\n\r\n<div style=\"padding-top:0;padding-bottom:0;padding-left:0;padding-right:0;margin-top:0;margin-bottom:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-date has-10-font-size\"><time datetime=\"2019-10-07T12:12:28-05:00\">October 7, 2019<\/time><\/div><\/div>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">Realizing that content creators and consumers are increasingly <a href=\"https:\/\/www.mediavine.com\/mobile-first-indexing-emails-from-google-what-do-they-mean\/\">living in a mobile-first world<\/a>, Google launched its AMP (Accelerated Mobile Pages) project over four years ago now.\n\nWith a goal of speeding up mobile pages and improving the experience for publishers and readers, AMP is great in concept.<!--more-->\n\nA library of components allowing you to construct an ultra-fast site, combined with Google&#8217;s lightning-speed content delivery network (CDN) and <a href=\"https:\/\/www.mediavine.com\/what-is-a-cache\/\">cache<\/a>, enables you to serve pages to users almost instantly.\n\nIt&#8217;s an awesome project in theory. So what&#8217;s the problem?\n\nAMP is essentially a new programming language, or framework, for the entire web. It&#8217;s no longer just HTML, CSS and JavaScript. You&#8217;re now programming your website as an AMP site.\n\nIt&#8217;s not unlike the dark ages of the Internet before responsive websites, when a mobile-friendly, responsive experience required an entirely new version of your website &#8211; and significant resources to maintain those two versions.\n\nAlternatively, you could build an AMP only site, for both desktop and mobile, but given how much work that is, it&#8217;s not necessarily worth the time and effort to do.\n<div class=\"video-responsive\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/v0OJkZ38OfQ\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<h2>Should Publishers Run AMP?<\/h2>\nAMP was originally conceptualized as landing pages of websites for users coming via Google search; effectively, you&#8217;d convert your posts to AMP and continue to run both versions.\n\nBut as AMP has evolved, so has its framework. Entire sites can now be built for AMP. Should yours be one of them?\n\nThe short answer is that we don&#8217;t believe most publishers should run AMP.\n\n<strong>We<\/strong> <strong>fully support AMP and its cause<\/strong>. We&#8217;re <a href=\"https:\/\/www.mediavine.com\/mediavines-pagespeed-resources\/\">pagespeed-obsessed freaks<\/a> as you know. But in our view, there are better, easier strategies to speed up your site than running AMP. Strategies that leave you with more control.\n\nFor example, AMP does not allow standard, full-party JavaScript access, even via the recently announced &lt;amp-script&gt; tag. That means ads, including <a href=\"https:\/\/www.mediavine.com\/mediavine-script-wrapper-2-0-is-live-heres-what-that-is-and-why-its-awesome\/\">Mediavine&#8217;s Script Wrapper<\/a>, are limited to running inside &lt;amp-ad&gt; units.\n\nWhat ends up happening is that your ads suffer as a result.\n\nWe can&#8217;t run our dynamic <a href=\"https:\/\/www.mediavine.com\/in-content-ad-settings-choose-wisely-for-improved-rpm-and-ux\/\">in-content ad logic,<\/a> instead relying on manually placing amp-ad units throughout your content. Even the recent amp-auto-ads functionality is limited relative to what our script wrapper can do on mobile.\n\nPlus, there&#8217;s the issue of how <a href=\"https:\/\/www.mediavine.com\/what-are-cookies-and-why-do-they-matter-for-advertising\/\">cookies<\/a>, <a href=\"https:\/\/www.mediavine.com\/what-is-programmatic-advertising\/\">programmatic<\/a> and canonical URLs work in general, since this is all hosted on Google&#8217;s own domain.\n\nCombine that with the fact that AMP somewhat de-prioritizes ads, leading to lower <a href=\"https:\/\/www.mediavine.com\/ad-viewability-the-why-and-how-to-make-your-ads-more-viewable\/\">viewability<\/a>, and we end up seeing significantly lower <a href=\"https:\/\/www.mediavine.com\/why-does-my-rpm-change\/\">RPMs<\/a> with AMP than mobile web.\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8506 size-mv_create_no_ratio\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/12\/phone-user-735x490.jpg\" alt=\"A man using a smart phone.\" width=\"735\" height=\"490\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/12\/phone-user-735x490.jpg 735w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/12\/phone-user-441x294.jpg 441w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/12\/phone-user-768x512.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/12\/phone-user-690x460.jpg 690w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/12\/phone-user.jpg 800w\" sizes=\"auto, (max-width: 735px) 100vw, 735px\" \/>\n<h2>Will not using AMP hurt Google search traffic?<\/h2>\nFour years after its launch, Google still only has one AMP-only &#8220;carousel&#8221; for search results, and only Google News-approved publishers are eligible for inclusion. If you produce news articles, or <a href=\"https:\/\/www.thehollywoodgossip.com\" target=\"_blank\" rel=\"noopener noreferrer\">celebrity gossip<\/a> articles like The Hollywood Gossip, and are an approved Google News publisher? Then yes, there may be a lot of traffic to be had from AMP, making it worth your while.\n\nFor the majority of our publishers?\n\nYou won&#8217;t get extra traffic, and the only Google ranking signal AMP may help with is pagespeed. And as we said, there are likely better ways to improve pagespeed than by using AMP. In fact, we&#8217;ve found with Mediavine&#8217;s own <a href=\"https:\/\/www.mediavine.com\/introducing-trellis\/\">Trellis theme<\/a>, we&#8217;re able to outperform AMP pages using Google&#8217;s own pagespeed tools.\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8439 size-mv_create_no_ratio\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/woman-smartphone-735x490.jpg\" alt=\"A woman using a smart phone.\" width=\"735\" height=\"490\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/woman-smartphone-735x490.jpg 735w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/woman-smartphone-441x294.jpg 441w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/woman-smartphone-768x512.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/woman-smartphone-690x460.jpg 690w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/woman-smartphone.jpg 800w\" sizes=\"auto, (max-width: 735px) 100vw, 735px\" \/>\n<h2>But, I&#8217;m seeing so much AMP traffic lately &#8230;<\/h2>\nThat&#8217;s your regular web traffic, now going toward AMP.\n\nGoogle is &#8220;diverting&#8221; regular search traffic and sending visitors to AMP. You aren&#8217;t getting MORE traffic; existing search traffic will now be diverted to your AMP pages. Pinterest and other sites that also support AMP will do the same.\n\nIn effect, by going all-in on AMP, you may be taking your existing traffic, converting it to AMP pages and seeing lower RPMs as a result. You didn&#8217;t improve your overall traffic or revenue.\n<h2>How do I roll back AMP?<\/h2>\nWe recommend NOT 301-ing AMP pages over to your regular pages; 301s are permanent. Instead, consider doing a slower walk back.\n\nAMP pages work via your regular web pages, or canonical pages, having a link over to your AMP page. Just remove that link.\n\nOver time, Google, Pinterest and others will simply stop sending traffic to your AMP pages and you&#8217;ll cause no long-term damage to your site.\n\nBest of all, if you run WordPress and the Mediavine Control Panel, we actually offer this <a href=\"https:\/\/help.mediavine.com\/en\/articles\/548204-how-to-walk-back-your-amp-without-redirects-or-404s\" target=\"_blank\" rel=\"noopener noreferrer\">feature built-in<\/a>.<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-09aec4f2 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--50);padding-right:0;padding-bottom:var(--wp--preset--spacing--60)\">\r\n<p class=\"is-style-small is-style-small--3\">About the author<\/p>\r\n\r\n\r\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/152dc08941c75895b80ffc4d0f79236a870658434ec66e25f227ffe962e70114?s=96&#038;d=blank&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/152dc08941c75895b80ffc4d0f79236a870658434ec66e25f227ffe962e70114?s=192&#038;d=blank&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\"><a href=\"https:\/\/www.mediavine.com\/blog\/author\/eric\/\" target=\"_self\">Eric Hochberger<\/a><\/p><p class=\"wp-block-post-author__bio\"><\/p><\/div><\/div><\/div>\r\n\r\n\r\n\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-7c04bf6b wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<p class=\"is-style-small 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class=\"wp-block-heading is-style-small is-style-small--5\" id=\"h-related-posts\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--40)\">Related Posts<\/h2>\r\n\r\n\r\n<div style=\"margin-bottom:0;\" class=\"b-related-posts b-related-posts--layout-grid  wp-block-tribe-related-posts\">\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1024x576.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1024x576.png 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-320x180.png 320w, 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If you\u2019ve ever looked at your dashboard and thought, \u201cWhat just happened?\u201d You\u2019re not alone. eCPMs move seasonally. Sometimes dramatically. 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As part of our commitment to providing exceptional solutions for our publishers, Mediavine is excited to announce our partnership with CONSENTMANAGER, a third-party Consent Management Platform (CMP).&nbsp; As a part of this&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/mediavines-cmp-moves-to-consentmanager\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Mediavine&#8217;s CMP Moves to CONSENTMANAGER: Unlocking Enhanced Compliance and Revenue Opportunities for Publishers\"><\/a>\n<\/article>\n\t<\/div>\n<\/aside>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Back to Blog \u2022 Realizing that content creators and consumers are increasingly living in a mobile-first world, Google launched its AMP (Accelerated Mobile Pages) project over four years ago now. With a goal of speeding up mobile pages and improving the experience for publishers and readers, AMP is great in concept. Realizing that content creators&#8230;<\/p>\n","protected":false},"author":5,"featured_media":21689,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","footnotes":""},"categories":[14],"tags":[],"audience_post":[],"class_list":["post-13218","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What is AMP and Should You Run it? - Mediavine<\/title>\n<meta name=\"description\" content=\"AMP has evolved and so has its framework. 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Should you build your site for AMP?Read why we don&#039;t believe most publishers should.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediavine.com\/blog\/what-is-amp-and-should-you-run-it\/\" \/>\n<meta property=\"og:site_name\" content=\"Mediavine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mediavinepublishernetwork\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-10-07T17:12:28+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-09-09T19:52:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/09\/Mediavine-Blog-Graphics-10-20.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"628\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Eric Hochberger\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mediavine\" \/>\n<meta name=\"twitter:site\" content=\"@mediavine\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Eric Hochberger\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-is-amp-and-should-you-run-it\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-is-amp-and-should-you-run-it\/\"},\"author\":{\"name\":\"Eric Hochberger\",\"@id\":\"https:\/\/www.mediavine.com\/#\/schema\/person\/ebd6f771035eb5c34fc588d95c5322bb\"},\"headline\":\"What is AMP and Should You Run it?\",\"datePublished\":\"2019-10-07T17:12:28+00:00\",\"dateModified\":\"2020-09-09T19:52:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-is-amp-and-should-you-run-it\/\"},\"wordCount\":773,\"publisher\":{\"@id\":\"https:\/\/www.mediavine.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-is-amp-and-should-you-run-it\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/08\/mediavine-08.jpg\",\"articleSection\":[\"Advertising\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-is-amp-and-should-you-run-it\/\",\"url\":\"https:\/\/www.mediavine.com\/blog\/what-is-amp-and-should-you-run-it\/\",\"name\":\"What is AMP and Should You Run it? - Mediavine\",\"isPartOf\":{\"@id\":\"https:\/\/www.mediavine.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-is-amp-and-should-you-run-it\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-is-amp-and-should-you-run-it\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/08\/mediavine-08.jpg\",\"datePublished\":\"2019-10-07T17:12:28+00:00\",\"dateModified\":\"2020-09-09T19:52:30+00:00\",\"description\":\"AMP has evolved and so has its framework. 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