Replying to @pilhofer and @reckless, @kookster, @overlayered
AMP lives on Google same as IA lives on FB, AMP pages don't belong to the publisher (just using AMP licenses the content to Google).
AMP can easily account for ~half of search traffic, which is huge. It eviscerates header bidding, has much lower CPMs, and abysmal conversion.
♥ 8↺ 2