It was back in 2016 when Google announced the launch of Accelerated Mobile Pages (AMP). The rise of mobile consumption made it imperative to aim for a seamless user experience through smartphones and AMP seemed like a great solution to it.
According to an early study, Google AMP pages load four times faster and use eight times fewer data than traditional mobile-optimized pages.
The idea was to provide an open-source framework that can make the mobile experience better and faster. Several publishers started implementing AMP but not all of them were initially able to measure the success of their efforts.