“Provide a user-first format for web content, supporting the long-term success of every web publisher, merchant, and advertiser.” – https://amp.dev/AMP
Google’s AMP vision is what we’ve been trying to fudge current tech options into, and their killer point is: ‘When in doubt, do what’s best for the end user experience, even if it means that it’s harder for the page creator to build or for the library developer to implement’.
Web pages load faster, get better rankings in Google and have engaging elements to explore. They don’t cover every conceivable creative solution, but their use can have a major impact.
We’re starting to see email adopt AMP, which means content delivered to customers is far more efficient. It’s still early days for the use in email, as there are too many email clients we need to catch up, but it’s promising nonetheless.