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How AMP Works Who is AMP for? The AMP Project is an open-source initiative aiming to make the web better for all. The project o programmed the creation of websites and ads that are consistently fast, beautiful and high-performing across devices and distribution platforms.

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Higher Performance and Engagement Web pages and ads published in the AMP open-source format load near instantly, giving users a smooth, more engaging experience on mobile and desktop. Flexibility and Results Publishers and advertisers can decide how to present their content and what technology vendors to use, all while maintaining and improving key performance indicators. A collaborative effort AMP is built thanks to a deep collaboration with thousands of developers, publishers and websites, distribution platforms and tech companies. CMS providers support the AMP format. AMP was the perfect addition to our business, giving us a new level of impact for our e-commerce clients. Across Teads’ publisher portfolio, video ads perform significantly better on AMP pages than on the traditional mobile web.