Beyond that, AMP conveniently gives Google all of the data from all of the ads running through an AMP-configured site, whereas before they might only get data from stuff hitting their ad network or if the publisher was using DFP (and only a fragment of that from advertisers using DCM).<p>It is a massive data play on Google&#x27;s part against competing display inventory networks&#x2F;exchanges, and ALSO happens to be pretty beneficial for end users from a speed standpoint.  Pretty genius business move on their end.