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How AMP has evolved beyond web pages

Vamsee Jasti
Product Manager at Google
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2018 Google I/O
May 10, 2018, Mountain View, USA
2018 Google I/O
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About speakers

Vamsee Jasti
Product Manager at Google
Yuxuan Zhou
Software Engineer at Google

Vamsee Jasti is a product manager working on the Accelerated Mobile Pages (AMP) Project. Prior to Google, Vamsee used to work at Goldman Sachs as a software engineer. Vamsee has an MBA from NYU Stern School of Business and a Master's in Computer Science from the University of Illinois at Chicago.

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Yuxuan is a software engineer working on the AMP open-source project, where she focuses on ads serving and analytics tools support in AMP. Prior to joining Google, Yuxuan completed her Master's degree in Computer Science from University of Michigan.

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About the talk

The web is made up of content from multiple sources. What if developers control only a few sources and want to ensure those sources deliver the best user experience? AMP was built for embedability since day 1 and it's being used in various places across the web like Google Search, Gmail, and Ads on the web. In this session, learn how to use the building blocks that AMP provides to develop AMP embeds either on the web or in mobile apps.

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When everyone has their own doing my name is fancy. I'm a project manager on the M steam. So let's go the web used to look like this. It was made of destinations destinations that people remembered and went to However, the web is transitioning to a post destination Arrow uses browser parents have changed on the web because of Social Mobile and search which means that you find your content across all sorts of devices and platforms like aggregators chat apps social website search and many others. So with M. We saw an opportunity to help

developers have their experiences in conton transition to this post destination error. And today we're going to tell you how Those of you. Haven't heard of amp. It's an open source web development framework that makes it super easy to build. Excellent web pages. What temp is hard to bake white pages that are slow not impossible but hard So when we launched them we wanted to ensure that developers had full control over the brand. So we provided support for a custom CSS. And we also wanted to ensure that were able to make Revenue Office on pages. So we added support for

over a hundred different ad networks and robust pay wallet support. And since its launch more than three years ago amp is fully transition from a platform. That was mostly meant for static web pages to one that gives developers flexibility to build interactive Dynamic experience developers can build pages with wishlist in Rock Hill Park customisations full training sorting you name it there for a number of e-commerce Publishers including the one you see hair from AliExpress are transitioning their entire site to amp. I didn't order this new capability. The empty

works really hard to ensure that the performance of the page and the sides remain still grade. For example, the medium speed of an amp page is still less than one second from the search Corpus. But this talk is actually not about performance. This talk is about how am can help you? Help you contact an experienced curators build for the Post destination Arrow. So, how do you build for the Post destination Arrow? You ensure that your content and experiences work really? Well when embedded inside a house like aggregators social websites chat apps search. So aunt was built for

combat ability since day one and fun fact before it was called amp used to be called piece of use or portable content units which were supposed to be this widget. So just live everywhere on the way. So spoiler alert, we think you should build your experiences with them because the principles that amp is built on top of lends itself really well for impaired ability. But before we look at those principles, I like to give you a preview of some of the products Tampa's fueled. They were previously not possible in the context of embed ability. So with the emperor email we'll see how amp is

fundamentally changing email to make it more real time and dynamic. So no more leaving email to get things done. What happens to email ads? We'll see how amp is making all ads on the web more secure and performing. And what the actions will see how amp is helping users get things done or done with the web with just a few taps? And with zero klakamp, we'll see how am can help you. Just get their content even before they ask for it. Wait what? Yes. Yes. We're going to listen. We're going to see how Alex is going to help users get their things even before they ask for it. Alliance

is one more thing. But regrettably you're going to happen to have to wait until the end to find out about it. So now I'd like to invite you John to tell you all about the principles behind why apple is great for him better buddy. And therefore a good fit for post destination experiences. What can you join? Before we look at Sam's principals. Why don't we first take a look at some issues the way in bath ability work on the web today? And from there. We'll get a much better understanding of why I am is Great Britain that ability.

Turning fat Technologies, like iframes and wipe you have three major issues. They're not performance not secure or not functional. Let's look at them one by one. First performance. There's no guarantee that the embedded page would be performance there for a house is less likely to aggressively pre-rendered embedded count to create a faster user experience JavaScript single-threaded not to mention the Privacy implication of leaking user data in the scenario. Next embedded

page may bring security issues to the house. We know that cross-site scripts brings all kinds of security house, even if they are properly send box within a frame. I know JavaScript can still install malware or mine Bitcoins without user permission in the background Technologies, like feature policy might be able to solve this by allowing the house to selectively enable and disable the uses of various browsers Futures and apis, but unfortunately, it's not available today. Of course, I paid

complain to the house that it is safe to invest but there's just no way to guarantee that. Finally, she's just no communication interface between the house and in that page the health has to fit in that I say black box severely restricting product experience that can build with Communications based on a standardized protocol. For example, as shown here the embedded page won't be able to know when they were supposed to user not see the intersection of server API support it because

it's Mbox in across the way I frame because of this man basic features like video autoplay or viewability chatting or just not available. We have Bruce Lee talks about the concerns and issues with it. And that's Technologies today without seeing mine. That's now take a look at Sam's principle that provides excellent support Sinbad ability. And why many Hills have two stamped at the in that technology. Will be covering as principle seeing three parts. And the first one is

privacy preserved pre-rendering. That's a tongue twister. Apart from the performance benefit to you by using the amp Library host can further optimize and provide instant loading experience by pre-render e m documents Sears referring to the house downloading and rendering documents before and user explicitly Express their intent as you can see from the demo here instant loading Cleary clearly then experience that you Sir with Love. Great user experience that

pre-rendering provide to ends up using a lot of fans with and CPU. That's the reason why house was just normally go ahead and pre-render many embedded documents. I'm documents on the other hand are optimized only rendered light weighted resources. That's about the folder. Let's take a look at the couch here. Find ample calculate a pre-render rectangle and the only load resources was thing that rectangle by default. It will be the first viewport. The proved Underside future

can be overridden by the house to customize the size Facetime real product needs. Next you'll find a part from the first viewport restrictions and also delays loading of heavy weighted resources in terms of CPU after the page is visible. Stop. Pants documents only rendered lights weighted resources that about the folder help to minimize the usage of CPU and vans with which allows the hell to pre-render HTML documents much more aggressively compared to regular HTML documents

because of this much higher chance that is loading experience. It's delivered and the user can see the pound since the moment they wanted. I believe some of her audiences have noticed a big challenge with pre-rendering that is how do we protect user data used to privacy? Sorry. If this isn't clear to you I'd like to explain that you should behind. Free rendering requires downloading the document before used to clicks otherwise instant loading is not possible, especially on mobile devices. This means that the owner of the page that is being fruit that

might be able to set it to tea and then later on target you a space and that cookie even you never ended up landing on that page apart from that rendering documents beforehand makes it possible to fire tracking pixel before page view. Luckily, I'm talk to Miss towns with privacy preserve pre-rendered support building from day one. To protect user privacy chapters and analytics must be delayed until the user has explicitly frosted intends to see the documents and

control with a centralized resource manager. This resource manager blocks old components and services that make external request before page view. For example, the amp 600 and analytics component are blocked. The app cash app additional privacy protection on top of that offends you mentioned before as cash. It's an important part of the EM ecosystem. It's a prophecy based counseling delivery natural for delivering value stamp documents. Only one of its major purpose is to allow and documents to

be pre-loaded efficiently and safely what proof that requires going to the outcasts page owner won't be aware of the request and then we'll be able to set cookies before user extractor in What stocks about security was talking about privacy that's less talk about security and why Health can safely in bed and Pages there too. If you can think of security one from the perspective of the embedded page that and the other one from the counting that's trying to embarrass counting will be focusing on the leather one

today after it's a paycheck isn't guaranteed to be safe. The house will embedded. So what is the mechanic them here that makes the hell's to be able to trust an invalid and page. May I present you the answers validator the ants validator makes it possible for a house to verify that an embedded page it's guaranteed M and has no security vulnerabilities offer online version of the amp validator tool this pool creates a common agreement that both the cows on parade

and the house temp. Agreed upon for secure in batting. problem stuff, right Well, not exactly real-time validation can be very expensive and not practical the hell's need a better way to verify the validity of the amp document much faster. I'm test provides the answer here the health can deliver documents from the app cash without real-time validation since I'm past will only accept valid and document. This will be the end of the story if I'm his only designed for fully-formed web pages, but what is nice features and capabilities and can be used to a crop

to work across multiple Town text and with each individual Town tax and supports a unique bag and validator. For example, there's a difference back for an HTML class vs. Mph to HTML we need to do this because for example the am I from components it's not allowed a part of it ad because it puts others in batting now and Fountain inside the ad and will lose all the performance guarantees. From the two validation examples here. You can find that the same set of HTML

results in different validation status when different stop is being applied. Lost let's talk about the interface between the house and the in bath the two-way communication protocol. That's how to solve a number of issues. I want to introduce this with an example that stick at this graph say I want a project like this. If I do search for pandas I get older related articles in one place. This requires the house to embed a number of antigens and place each of them inside

a full spring iframe. So, what's the problem here? We know that the ice cream or consumo user interactions with thing. So how a user steals why the round and navigate between different documents. Without this is a possible. Let's dive deeper with some killed here. You'll find em documents with proper Gates. Oh and used touch events and send this event to the health the hell can they handle this touch events as if their native touch events from the browser this enables users to

navigate between different documents. Conversely the Health Camp informed visibility change event back to individual amp documents through this visibility change message. It's informed that it is visible to user it. Can then trigger pageview pixel or start loading resources. That's below the folder. The communication interface API. It's open source and well-documented. What's the ports to four two-way communication like this the house and the amp documents can together

bring a much better user experience. For example, this is a real product that is able to build face down this communication protocol was this principle tipping mine. That's welcome them stay back on the stage and the water's there's some exciting product. That's Google built using amp. Thank you. Cool. Thanks. Who's Ron so that you have at the principles behind why amp is great for embed ability. I promised let's shift gears back to looking at some of the embedded product features that amp is made possible. The

first black I want to talk to you about is email. Little has changed in the email spec over the past 25 years. It's a wonderful piece of technology that allowed us critical for how people communicate with other people businesses tools and favorite services. But if you're an email sender, there's little to email receiver can do other than read the email as a notification email is not actionable today. The web is much more Dynamic than this as you know, And this type of dynamism and real-time that's on the web is provided to you by JavaScript, but with an email

because of security reasons such as the Gmail team work with the same team to create an open backwards compatible spec call damper email to make email richer and more powerful. It's a subset of the main amspec with particular focus on security. It's also important to know that there is a very easy transition pop from the way email works today. Email sender has already created two versions of the email one a plain text version and second an HTML version. Send this to now create an optional 3rd version the am Persian this

allows senders to design their own part of the emails independent of the Apes female versions. So if a male provider support samper email mail run to the m Persian and if if not, the mail provider would simply change nothing and show the HTML version of the email. So why don't we dig into the suspect a little bit? The real time nature of the spec is enabled by and I'm complaining called amp list which allows email out there so fetch real-time information from an endpoint, for example, nobody wants to see alligator prices of products in their emails allows authors to

fetch real-time content on the emails right before the users about to open the email. And the interactive nature of the spec is brought to you by a component call damn fine, which allows email careers to build interactive experiences using Rich JS like expressions. For example, this enables features like being able to respond back to an invite with a single click. Let's take a look at a few examples in action. The first is from Zillow Villas goal is to help Shoppers find a dream home, which of course is easier if Shoppers tell Zillow what exactly they're looking for with a camper

email a shopper can get from answering a few questions to personalize search results without ever leaving their email. Let's roll the video, please. So here we are with in Gmail where received an email from Zillow. You'll already notice how I'm able to answer a few questions right in line so I can pick them in anamax price for the house. Clearly not buying in the Bay Area. The number of bedrooms that I'm interested in. Any type of home? I don't want to look for. And yes, I want to get notified. And

once I'm done, I can ask to see personalized list of houses to I can browse around look at images and even save them for viewing later all without ever having to leave email. It turns email from a notification to an application. The next example I want to show you is from Pinterest you received an email from Pinterest. This looks very much like the email to receive gorgeous images. But if you noticed regular email whenever you click on something you probably sends out to pinterest.com. You probably have to login but this is ampere email so you can click and view

the recipe right there. Look at photos comments. If you're not interested, you can go back to the feed. This is all an email. You can check out a different recipe chicken taco sounds nice going to go ahead and save that and pin it to my dinner board right with an email. So this is great for users because they able to discover new things from right with an email and grateful Pinterest because this allowed Pinterest to just deliver a much better experience to their end users. It's no exaggeration. Is bringing a new era or female.

Do caramel provider or mail client? We checked it wasn't get Hub and would love to help you integrate with us back. If you an email sender, you can sign up for Dead preview access on the links on the slide. Cool, since I can talk to you about is ads. Odds are things that get embedded most number of times than anything else in the world aside from the way I implemented these days. It's actually a wonderful piece of technology that allows the Creator's content to flow across the entire entire web while being embedded inside of house. But here's the

problem is when it comes to Performance doesn't issue of misaligned incentives. If he actually does not careful, they can impact the performance of the page there for bad behavior for now. It doesn't necessarily just didn't like the Creator it ends up in impacting the host and therefore most likely end up resulting in a bad user experience. So we wanted to fix that. So we created amp HTML ads are implemented their guaranteed to be fast secure and Performing as a written entirely in Amherst email, which means that they can't have our battery JS

and their cryptographically verified before they delivered to a web page. I won't go into all the details about validation cryptography, but I will leave a few slides a few links in applied so you can follow up later. Alternate actors supposed to work on boat amp pages and not on pages and support for mobile apps is coming too soon as well. So let's take a look at what a simple average do my lad looks like. So you think will be handy amperage to my laptop level tag? And then you include the advance of a camper on time, which is a thinner version of the main amp run time. And finally, you wrap

a simple amp image tag with an anchor link and that's it. You have a simple and personal ad simple add right? Can you build timeline based crazy? Am personal ads? Yes, you can but we're actually taking it one step further by partnering with tools towing companies here. So I'm very happy to announce a partnership with the Adobe animate team. One of the most popular art creation tools the powerful tools like Adobe animate is that allows you to do wysiwyg based timeline based animation ads instead of having to manually hard code flipping in masking functions in

JavaScript. The issue with creating complicated ads is one. It takes forever to get the positioning of the layering of the assets. Right but second the end result and not being so performance as well. So I like to show you a quick demo of how easy it is to build great looking ads that are also performing. So let's switch to my laptop, please. If you haven't use animate, it's pretty straightforward. They do a really good job with laying things out. So this is the timeline scrubber the most important part sorority copy some of the assets

into here so I don't have to start from scratch. So this overall gives me the ability to kind of position things and layer things go ahead and published. And see how this looks okay, that's a pretty complicated add and looks great. Oh, but wait, there's like a Google thing up here. Just waiting for like the make of the new it part so want to be able to fix that. Let's see how easy it is to go back. And try to fix that. Okay, here's the Google part. I spotted the key frame. So I'm going to move the key frame out to

somewhere between the make and the duet part and I'm going to publish that again. Let's go back and refresh it. Let's see if it appears in order now, which is make Google do it. Yes, it looks looks looks great. So, of course, I want to make sure that they don't save it. Is it actually valid app? Yep, it's valid am Malad uses a dinner run time. And it also uses the amp animation extinct Extinction, which is just a rapper around the web animations API to prove that is actually about that. I'm going to copy. And plug this into the am validator and yep that's passes to

So we can switch back to my slides, please that was entirely created in amperage DML without any need for JavaScript and I'm hope you agree. That's pretty complicated add. So trust me if I can do it anybody can do it not going to need that. Futaba shows are already choosing to use a personal ads in their aunt camping play execute for example are Pisces publisher from Spain. So 90% decrease in add latency and increase of 32% in click-through-rate. We think a personal ads can help you achieve your business needs

and also while ensuring that adds are fast performing insecure on the web. You can learn more about a personal ads on the link on the slide. Third right on the next one. I want to talk to you about his actions. It's still way too hard to get things done on the web especially things that involve a credit card. The beauty of the web is in the diversity of the Merchants Bank in Duncan full fill a user's need but for user that discovers a merchant from google.com. The user needs to reduce themselves to the merchant with things like credit card information or identity this creates a lot

of friction. For example, 54% of user uses abandoned account registration closed when you show them a registration form. And 30% abandon purchase blows when you show at the credit card entry stage. Nobody likes to fill out a form especially on mobile. 30 solve this problem by actions team at Google work with a few Merchants to provide a seamless transaction experience with amp Pages Google sign-in and G pay for session starting from the Google assistant or Google search. I'm tight security performance and hose communication apis a lot Google to offer

transaction Primitives like identity payments and received as one integrated package actions can also integrate with other Google services in the future. For example, say I want to make a reservation for lunch this afternoon. Actions can actually start to Overlay my Google Calendar with my permission on top off my booking flow reservation flow without ever having to share the entire calendar with a merchant. Making such guarantees on non amp pages is really really hard. So, why do we look at a few demos? The first one is from Fandango who

built an entire check out experience and amp using actions. Let's switch to my phone, please. Okay, so I've been pretty busy with the io stops. I haven't even watch Avengers yet. So why don't I go ahead and try to book some tickets for Avengers. Avengers showtimes Lycamobile casting what could go wrong 4 p.m. Sounds good to have a fast checkout option with the Apple logo. Let me go in and click that see what happened. And I look pretty instantly and would

this is a real-time speak Maps. I'm going to go ahead and select two seats to go with my wife. And you know, what is Google's already filled in all my payment information to Summer looks great. So I'm going to complete purchase. And there I have my tickets in my hand from the time I decided to go to the movie to having my tickets in my hand it took less than 30 seconds and not only that the older saved to my Google account. So in case I want to go back later and find it. Not only that I can with a single tab actually share my email address with Fandango if I choose to to get offers and such.

So I'm going to say that sure. And I picked and now I'm a Fandango VIP. We can switch back to my slice. Please note that I never have to pick out a form filled type in my email or credit card information AMC is also building and actions experience using amps soon. The next let's take a look at doordash, which makes it really easy to order food using amp pages and actions from the assistant. Let's roll the video, please. So I like Italian food not never too late or never too early to order some

Italian food. So did that doordash have the envelope is going to tap on it always a good idea to get some margarita pizza. I like roasted garlic. And I'm going to go ahead and add that to my order. Never not get desert right tiramisu. Sounds great. So I had that to the order of these are all amp Pages. By the way. I'm going to view card and check out again. Google's feel that all the information that I care about. I don't have to ever enter a credit card form or field and I'm going to go ahead and place the order. Nothing getting done getting

things done using amp and actions with just a few taps. We can switch back to the slide, please. It's a win-win situation for users and Merchants uses get a fast checkout experience. That is Google optimized and say it's pages are written in M. Chances. Are they performing and have a great user experience? Uses almost never need to fill out a credit card form or enter any forms for that matter. And there's a single place for all your receipts in case you want to track where your order is or track your expenses in general. Merchants are able to retain full

control of the UI with their amp pages so they can build long-term relationships with their customers and acquire them over the long term. Merchants get higher conversion rate because of the Streamlight checkout experiences. We've seen greater than 20% signing uplift and greater than 2x conversion uplift when you use Google pay Merchant spend less time implementing transaction Primitives and focus on things that they can add unique value to so stay there to hear more details about this from the Google team later this summer. All right, folks. The last product I want to talk to you

about is how amp is enabling some powerful new features features were calling zero click experiences, which means that if a developer has pretty good confidence on the thing that the users going to click next. Why not have it ready even before they ask for it. So let's look at one such example. Google Images is building frictionless visual search that helps users. Go beyond the image to your site. But here's the problem an average web page takes more than 15 seconds to load and more than half of them. Leave the page takes more than 3 seconds to load. But what if we would use the cost of

a click down to zero remember that this is possible with amp privacy-preserving pre-rendering. So here's one way to Google image team is planning to solve this problem using amp, let's my kitchen. So I go to Google images and search for kitchen ideas. Now is when I search for modern kitchen ideas, I find an image that's interesting to me. So I click on it. What time is privacy-preserving pre-rendering Google Images can free run of the web page where the images from and make it readily available for the user as you see in the bottom.

Where do you where it says eldercare.com is the user Taps on the preview. It loads instantly when uses internalized of the cost of a clique is down to zero. Lee helps them to explore the rich content Beyond a image ultimately. It's great for the user because they're able to get inspired and look at multiple ideas on the web and it's great for Publishers because they receive more traffic. Okay, so that was for different products. They're all using app to implement product features that were not possible before and now to reveal the mystery, right? It's not so much an example but a different way

to think about them and we call that amplify sound ation. It basically means that no matter where your content or experiences live. You can power those experiences using am including your own destination sites. So let's dig into what an existing set up for most Publishers. Looks like A lot of Publishers have produced paired and Pages what you mean surfaced across various different platforms as you see on the slide the way they know to self exam Persians. If I fall into link rally go to amp HTML tag on they're not on pages and if you haven't already produced and

pages, I hope today we've given you enough reasons why you should Ricky a number of Publishers orders also building rebuilding their websites using pwas or Progressive web apps to take advantage of things like push notifications offline capabilities and all the amazing things. You've been hearing about PW ways. So when is m fit in You know how we talked about AMP being excellent for impaired ability. You can take those themed and pages and embed them inside your pwa. So this can be done using a technology called shatter down so you can have some

really powerful features in the pwa shell and have the I'm content layer function independent of the shell in the shadow. This pattern works great overall, but there are some outstanding issues we continue to fix which are pretty minor. So wanted to call that out in the link on the slide. You can find Matt. I really want no credit for from Germany build a super compelling experience using the patent. We're talkin about by the way. They also 1/2 Webby Awards. I'd like to show you a pic video featuring the side. They just build for bmw.com by embedding

amp Pages inside of pwas. Let's roll the video, please. How do you excite people for a car brand with not interested in cause a tool by listening to the needs and telling them stories? They actually want to hear entertaining and helpful for the BMW brand the old new bmw.com are with experience just as dynamic as our cause we use Google's high-speed and framework and dramatically increased performance technology, ultra-smooth full screen videos and Rich the experience at the next break Story,

by the way. The result a 5% higher click-through rate from Google search and up to three times faster website loading compared to competitors that he would only expect from a 95. And of course the configurator or local test drive Auto waste one click away the all new BMW. Com the world's fastest Automotive content marketing website. How do you get done a really good job with it besides live at bww.com right now so you can go play with it. Do you like

And today we saw a number of different use cases a product where amp is the core layer that powers does advances and probably other things we aren't thinking about maybe if you can use cases like amp in car dashboard, maybe amp in virtual reality is really yours to explore. If you take away one thing today, it's this the web is moving to where to post destination Arrow. If you were developer building content or experiences in this new era you need to build on top of a technology that works everywhere. Not just at your destinations. I'm delivering Superior performance security and standards

which enables features that are just not possible with the regular pages, so we can't wait to see what to build with it. Thank you.

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