A week after launching, the Google-led Accelerated Mobile Pages (AMP) initiative has raised more questions than answers for publishers
concerned over its capacity to generate advertising revenue. Despite the teething problems, it is too early to chuck out the baby that is AMP with the bath water, and get overly concerned. It is
clearly in its infancy in terms of its offering for advertisers and publishers have bought into the principle of offering Web users a faster mobile experience.