[edlea]

The timing of Google's AMP project is especially interesting considering the recent attention ad blockers have received.

By limiting the functionality of pages, AMP makes them load faster, but also allows publishers to include ads. The ads however, can't run JavaScript (or Flash) and so should be a lot less obnoxious.

There's no reason to only use AMP on mobile though - AMP content renders equally well, and fast, on the desktop. These extensions for Safari and Chrome will redirect to AMP URLs for content that has them.

[Navarr]

In practice it's after the content has loaded.. so you get the lack of advertising and junk but.. a decent increase in load speed.