According to a report in The Wall Street Journal, Google s Accelerated Mobile Pages AMP are meeting with mixed reviews from publishers.
The core issue for publishers is that AMP pages don t generate the same amount of revenue and don t give publishers as much control over ads.
For some publishers preference for AMP in search results is a problem, since their AMP pages do not currently generate advertising revenue at the same rate as their full mobile sites.
That s largely because of limitations related to the types of ad units AMP pages will allow and the ad technology providers that are currently integrated with the platform, those publishers say.
AMP ads are standardized and don t allow certain kinds of interstitials or takeovers, which enable publishers to charge more or offer more customization.
Properly implemented, Google says, AMP pages can generate revenue comparable to publishers existing mobile sites.