Is there a strategic business reason for this on Google&#x27;s part other than a safer web is better for all? I don&#x27;t doubt that a more secure web is better for everyone, I&#x27;m just more curious about the business drivers of this from their perspective.<p>The reason I&#x27;m wondering is because with AMP, there seems to be a clear strategic benefit from having all of that ad serving data running through them even if the advertisers and publishers are not using the DoubleClick stack or Google Analytics.<p>By bringing this to market from the standpoint of &quot;improving&quot; the mess publishers have brought upon themselves and speeding everything up, there&#x27;s definitely a clear win for consumers here.  That said, it leaves the door open for something similar to mobilepocolypse where Google updated their ranking signals on mobile to significantly favor mobile-friendly sites.  I could easily see this going a similar route where it is a suggestion...until its not because if you don&#x27;t implement it you&#x27;ll lose rankings and revenue (and coincidentally feed Google all of your ad serving data in the process).<p>To be clear, I don&#x27;t knock them for taking this approach, because if it works it is a very smart business move that will be beneficial to a lot of parties (not just Google).  Just looking for other insights into the business strategy behind something like pushing for encryption, and AMP.