It's not very surprising that google's is the first major ad network that is AMP compatible (it's not my favorite part either), but the requirements are quite p

It's not very surprising that google's is the first major ad network that is AMP compatible (it's not my favorite part either), but the requirements are quite public [1]. I'm also very glad that AMP is moving to an open governance model, this step is absolutely necessary to make any real headway to becoming more widely adopted. In an ideal world AMP would just be a validation step -- defined as a specific subset of technologies and behaviors -- that search engines and your browser performs when indexing/viewing content, and then a system for reporting violations back up to inform ranking. Since we're living in my fantasy land lets also have all publishers host their own first party ads too. > makes publishers give up their freedom There's nothing about AMP that inherently requires giving up freedom. Who hosts the content is mostly a matter of caching and data locality (which just so happens the vast majority of publishers fail at), and non-google ad networks are fully supported. [1]: https://www.ampproject.org/docs/ads/a4a_spec https://www.ampproject.org/docs/ads/a4a_spec