> AMP ads on AMP pages get to render instantly because they are prerendered and only trigger impressions when they are viewed. Non-AMP pages aren't prerendered because they would count as an impression even if they aren't viewed.
This is not even wrong. I'm sorry; I never post just to criticize someone's comment. But yours was the top comment on the page and was, in addition to being wrong, condescending to an author who is clearly very knowledgeable (I say that as a web publisher who has monetized with ads for more than a decade).
From the article:
> [The recent DOJ lawsuit against Google] claims that Google falsely told publishers that adopting AMP would enhance load times, even though the company’s employees knew that it only improved the “median of performance” and actually loaded slower than some speed optimization techniques publishers had been using. It alleges that AMP pages brought 40% less revenue to publishers. The complaint states that AMP’s speed benefits “were also at least partly a result of Google’s throttling. Google throttles the load time of non-AMP ads by giving them artificial one-second delays in order to give Google AMP a ‘nice comparative boost.‘”
This is a very big deal and a huge trust buster, and a giant dick move by Google against publishers. It's literally an evil act by a company that said Don't be Evil. The article is spot on that AMP has irreparably damaged publishers' trust.