In November 2015, at W3C TPAC in Sapporo, I asked to annoyed representatives of Google, about the new shiny AMP.
What's in it for Google?
I received a canned meaningless answer about making the Web better. 7 months later. We got the answer.
Ads on AMP: Where Faster is Better When the AMP team set out to help make mobile experiences great for everybody, the objective wasn’t just to improve a user’s engagement with content. We knew the experience people had with ads was equally important to help publishers fund the great content we all love to read.
Oh the irony of this world.