I&#x27;m curious what long term ad click rates are going to be for publishers that use AMP. The user experience is very reader-centric. When you do a search and click on an AMP-enabled page (at the top of the search results) you can then swipe left and scroll to the next AMP-enabled page. It&#x27;s a strong incentive to just read the headline of an article then swipe away. This is great for readers but bad for publishers since they&#x27;ll get fewer clicks and less time spent on the site from users who come from google. For those of us who just skim the headlines we&#x27;ll never even see an ad.<p>google search will funnel users to amp-enabled pages, so anybody &#x2F;not&#x2F; on the amp train will suffer. In that way it is a walled garden. It&#x27;s google&#x27;s version of becoming a portal.<p>How does google make money off of this?