Google claims that AMP page can load almost 15% to 85% faster. They have made the task of using AMP easy by providing a step by step tutorial to guide first-time users. We all know that a mobile friendly website has a better ranking in search engines. Since accelerated mobile page load faster on mobiles they are definitely going to be placed higher up the order. The Google search results mark these AMP websites with a green mark.
However AMP is having an impact on advertisers but one has to understand that a user will anyways not prefer a website which is taking ages to load and hence the question of seeing advertisements on slow loading websites does not arise.AMP also has provision for Google Analytics hence the traffic can be analysed. One has to understand that Google knows the importance of online advertising and will ensure that advertisers don’t suffer. It has included good tools for advertisers in AMP. These include the capability to traffic ads with ad servers of your choice, support for multiple demand sources and formats (including native ads), full control over ads placements, and view ability measurement.
AMP is thus a smart way of search engine optimization and boosting your website on higher ranks in the search engines.