‘The juice isn’t worth the squeeze’: Why Future waved bye bye to Google's AMP and hasn’t looked back

Four weeks ago Future plc Inc turned off most of its sites that were on Accelerated Mobile Pages. It knew the move had risks: namely, losing a lot of traffic given AMP is basically open-source code that strips down web pages so they load faster on mobile devices. But so far, the gambit has paid off. Read more below.

• Future began tests to shut down AMP versions of several sites including Guitar Player, Live Science and Digital Camera World last year.
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