In October 2015 Google announced the Accelerated Mobile Pages (AMP) initiative, widely regarded as superior to Apple and Facebook’s equivalent. But what is the problem AMP sets out to address? According to Google’s own blog the answer is the diminished revenue opportunity associated with poor web performance.

“Every time a webpage takes too long to load, they [publishers] lose a reader—and the opportunity to earn revenue through advertising or subscriptions.” - Google

Making reference to an overriding need for profit this session will discuss the root causes AMP aims to address, the old techniques to rediscover alongside which shiny new technologies to avoid, and how to position the use of such thinking with colleagues and bosses all within the context of DNN8.