Google has announced several updates to AMP. This new “New in AMP” format aims at actionable updates like flexible and scroll-bound animations, video analytics, and fluid ads.

Here are the details:

Scrolling animations can be used for parallax effect, subtle zoom/fade of images, stopping or starting images as pass through the viewport.

AMP sidebar enables changing display format based on the width of the viewport.

Native Video Analytics Support in AMP.

Improved client IDs give insight about user journeys between AMP and non-AMP. AMP viewers can now accept vendor identifiers and/or API keys included in pages by developers so that the AMP viewer can identify the party that is requesting Client ID information.

With Fluid-ad support publishers can request ads whose size is unknown at request time.

Read more about the features here.

Google said, “we’re also targeting a set of features mentioned in our last update for launch in Q4—this includes”:

  • Improvements to amp-image-lightbox
  • Video features, including minimizing video to the corner of the viewport
  • New templates and simple configuration for AMP Start
  • A date picker
  • Messaging between amp-iframe and other elements in the parent document

The open source AMP porject was announced by Google in 2015 to speed up mobile internet experience. AMP pages load 4 time faster and use only 1/10 of the data.


Ritu from PageTraffic is a qualified Google Ads Professional and Content Head at PageTraffic. She has been the spear head for many successful Search Marketing Campaigns and currently oversees Content Marketing operations of PageTraffic in India.