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I see AMP as a stepping stone towards building a walled garden for the web. There's a lot of benefits, but definitely a loss of control and leverage for markete
by shostack 9y ago
I see AMP as a stepping stone towards building a walled garden for the web. There's a lot of benefits, but definitely a loss of control and leverage for marketers in some ways.
My concern is that as Gmail diverges away from the rest of the email world, if a significant percentage of a business's users still use Gmail, they lose direct ownership of that relationship. The tabs were just the first step. I see AMP as potentially the second.
- lern_too_spel 9y ago> I see AMP as a stepping stone towards building a walled garden for the web. In what way? AMP is merely a subset of HTML that any mail client can implement. > definitely a loss of control and leverage for marketers in some ways. You still have to explain yourself on this point. It adds one more option for marketers in addition to the MIME types already supported. How does this cause marketers to lose control?
- shostack 9y agoI think there will be very legitimate advantages to AMP for email. However as more and more marketers embrace it, that gives away leverage. It is a very gradual thing. However much like the ad ecosystem, if Google can control the entire email experience from inbox to landing page, and marketers become dependent on it, then that allows Google to exert pressure in other areas that benefit it. My bet is that this eventually takes the form of an auction model for ensuring your messages reach the inbox of the users. But this is a very long-term thing, which is why I see AMP as merely a stepping stone (and not necessarily a direct one). Hope that clarifies a bit.