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Google AMP Cache URLs Now Shows Publisher’s URL, New GDPR Support Plus More Unveiled

The Accelerated Mobile Pages (AMP) project, is a web component library and ecosystem designed to build reliably faster mobile websites with great user experience received a number of key improvements to the key elements of the AMP ecosystem at the first day of Google I/O.

Google adds the project now has over too contributors and over six billion AMP pages generating from 46 million domains, with a median load time of less than one second from Google Search.

With Automatic and XWP, Google’s WordPress AMP plug-in that includes native AMP support now also allows creating an entire sites with AMP with standard WordPress content creation workflow. “This work includes development of two full themes with native AMP support: News and Adventures (based on the AMP Start travel template),” wrote Google.

In addition, the team is working to add AMP support to all core themes with improvments to AMP plugin integration in WordPress development workflow. The next major release already in development will be v1.0.


Google with Chrome and web community working to allow AMP URLs to point to a publisher’s domain when served from its cache. “By utilizing the signed exchanges component of emerging Web Packaging technology, web content can be bundled and allow other parties to distribute it, while keeping the integrity guarantees of HTTPS,” stated Google.

Already, Food Network and Pinterest have built demos to showcase capabilities of Web Packaging using the tools available at https://github.com/ampproject/amppackager.

Starting with Chrome 67 on Android in beta channel, developers can enable the experimental “Signed HTTP Exchange” flag under chrome://flags to use Web Packaging’s signed exchanges.

And to tie everything together, Google Search team has implemented a version of Google Search that “when a signed exchange is available, instead of linking to an AMP page served from Google’s AMP Cache, Google Search links to a signed AMP page served from Google’s cache.”

As you can see in the animation below the final URL for AMP content is on the foodnetwork.com domain exactly as desired:

Final URL for AMP Content from Cache

AMP Stories

Google with publishers is working to build a new AMP Stories format, a rich set of web components for storytelling designed for mobile but also work great on desktop. Google said it’s preparing a full release of the format.

AMP for Email, to bring this experience Google in collaboration with Pinterest and Zillow have built showcase a new type of functionality that AMP facilitates inside the inbox.

Pinterest using AMP Email

DoubleClick and AdSense implementations of now support , including non-personalized ad serving.

Publishers can now collect consent when using the component.

component allows content to be served dynamically based on the visitor’s ISO Country Code level can now be use with . This allows you to skip implementing checkConsentHref, if your configuration needs do not extend beyond geolocation. Checkout the ampbyexample.com sample or the documentation.

support will soon available to use in with AMP stories .

checkConsentHref support for key-value pairs that can be propagated to and consumed by the ad network implementation. This is useful for publishers who want to communicate additional configuration information to ad networks to serve appropriate ads. This information is available to AMP components that wait on to resolve.

Timeouts in let publishers unblock components waiting for consent after a certain timeout. It also allows publishers to configure consent state that would be obtained by the AMP components blocked on the consent.

The ‘amp-consent’ component which may help some publishers address GDPR compliance has three full code examples for webmasters to test:

  • Basic User Consent Flow — utilizes a traditional modal to notify users of data collection and obtain a single opt-in (or -out) for all.
  • Advanced User consent Flow — enables opt-ins for specific actions.
  • Geolocation-based Consent Flow — used in conjunction with the amp-geo component to target visitors from specific countries.

Components like amp-bind and amp-position-observer provide developers the tools to create their own rich interactivity on their AMP pages, rather than relying on more narrowly defined components.

amp-fx-collection bundles some of the behaviors like parallax scrolling trivial to implement; amp-date-picker, now available as an experiment, offloads the complexity of a fully-featured date picker to a straightforward component; and with amp-lightbox-gallery, also available as an experiment, any developer can easily provide users with a seamless, immersive, media gallery.

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