Led by Google as a direct competitor to Facebook’s Instant Articles, the AMP Project is trying to improve the performance of web content and ads on mobile. This is a very important challenge to solve as not all mobile users have the luxury of lightning fast networks and state of the art smartphones. Think with Google’s 2016 report notes that 70% of cellular network connections globally will occur at 3G or slower speeds through 2020. AMP Pages are built with 3 core components: - AMP HTML – Restricted HTML for reliable performance - AMP JS – Library to ensure fast rendering of AMP HTML pages - AMP Cache – Serves cached AMP HTML pages Get the full story at Leonardo