I am concerned with how they have "nudged" sites to use AMP with the consequence being worse mobile rankings combined with them essentially getting final say around who gets to be an ad partner that is white listed.
As an example of where this is concerning...look at the importance of the GDN and other exchange inventory to Google. Now look at FB trying to grow its offsite presence with Facebook Audience Network. Hmmm...doesn't seem to be supported by AMP tags. Interesting.
It also looks like it severely hinders analytics efforts for everyone but Google due to the JS limitations.
As a business move it is fascinating to wTch this play out. However I really do worry about how much control Google is trying to exert here...it is rather unprecedented.
As an example of where this is concerning...look at the importance of the GDN and other exchange inventory to Google. Now look at FB trying to grow its offsite presence with Facebook Audience Network. Hmmm...doesn't seem to be supported by AMP tags. Interesting.
It also looks like it severely hinders analytics efforts for everyone but Google due to the JS limitations.
As a business move it is fascinating to wTch this play out. However I really do worry about how much control Google is trying to exert here...it is rather unprecedented.