{"id":20053,"date":"2020-01-28T14:23:28","date_gmt":"2020-01-28T14:23:28","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/amp"},"modified":"2026-05-11T22:30:25","modified_gmt":"2026-05-11T22:30:25","slug":"amp","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/amp","title":{"rendered":"AMP"},"content":{"rendered":"

\"AMP\"<\/p>\n

Definition:<\/strong><\/p>\n

AMP<\/strong>, an acronym for Accelerated Mobile Pages<\/strong>, is an open source project that aims to improve the browsing experience on mobile devices. AMP was developed to allow mobile content to load instantly anywhere, thus addressing the difficulties users often face when browsing the Internet from their phones. The implementation of AMP significantly improves the navigability of web pages and, as a consequence, their search engine optimization(SEO<\/a>).<\/p>\n

 <\/p>\n

 <\/p>\n\n

Origin and Evolution of AMP<\/h2>\n

The AMP<\/strong> project was announced by Google<\/strong> in October 2015 in response to the growing need to improve the browsing experience on mobile devices. With the increased use of smartphones<\/strong> to access the internet, it became apparent that many traditional websites were slow and poorly optimized for these devices, resulting in an unsatisfactory user experience. AMP was designed as a framework<\/strong> to allow publishers to create mobile-optimized content that would load quickly, regardless of the user’s internet connection.<\/p>\n

The initiative was supported by a wide range of companies and organizations, including news publishers, content platforms and web developers, who collaborated in the creation and standardization of AMP guidelines.<\/strong> Since its launch, AMP has evolved significantly. Initially focused on creating static content<\/strong> pages, AMP has expanded its scope to include interactive applications<\/strong>, e-commerce<\/strong><\/a> and other types of dynamic content. In 2016, new features were introduced, such as integration with ads<\/strong> and the ability to use AMP in emails<\/strong>, which further expanded its functionality. Over the years, AMP has been adopted by numerous websites and content publishers, and has become an industry standard<\/strong> for mobile on-page optimization. However, it has also faced criticism and debate about its impact on the open web<\/strong> and dependence on Google. Despite this, AMP remains a valuable tool for improving speed<\/strong> and user experience on mobile devices.<\/p>\n

Operation of the AMP<\/h2>\n

Accelerated mobile pages are designed to load in any browser or application<\/strong>. AMP files use a variety of technical and architectural approaches that prioritize speed, thus providing a faster user experience. The goal of AMP is not to homogenize the presentation of content, but to establish a common core that accelerates page load times. It is important to note that the use of AMP does not affect the advertising system<\/strong>; a page that uses AMP HTML can continue to choose its ad networks and formats according to what it considers most appropriate.<\/p>\n

MPA Structure<\/h2>\n

AMP is a way to build static content web pages with very fast performance. Its structure can be divided into three distinct parts:<\/p>\n