A mobile web page is only as fast as its slowest link. And in most cases, that slow link is advertising. 

Sluggish mobile content is turning consumers away from reading content on mobile devices, which, in effect, hurts the ability of brands and content providers to reach mobile consumers. According to stats shared in a Kissmetrics post, ~50% of mobile web users will abandon a page if it doesn't load within 10 seconds. For around ~20% of respondents, the abandonment threshold is just 5 seconds or less. 

In response to decreasing consumer patience and a slow pace of change in the ad industry, tech's biggest platforms are taking matters into their own hands by rolling out their own, more streamlined standards for publishing content — and the ads that run alongside them — on mobile devices. Google's Accelerated Mobile Pages (AMP) solution is one such effort. This product offers developers and content providers the option to build mobile web pages on AMP HTML, which loads considerably faster than other mobile pages.

While Google's AMP offering has been growing quickly in terms of pages published to the AMP index, it's falling behind in the number of publisher partners it has compared with Facebook's Instant Articles.

  • Google launched AMP with 30 publisher partners in October 2015. In August 2016, it had 39 publishers showcased on its website and dozens listed on its participants page
  • In March 2016, Google AMP had 193 website partners — a category that's mainly publishers but also includes ecommerce entities — which grew to 215 in August 2016.
  • About 150 million AMP were added since the platform launched in October 2015, and about 4 million more are being added per week, according to statements from Google CEO Sundar Pichai during Alphabet's Q2 2016 earnings call last week.

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Facebook, alternatively, has significantly more publisher partners for Instant Articles, but it's adding pages at a slower clip than Google. Instant Articles is Facebook's solution for slow-loading content and ads that lets partner publishers [...]