Remember Googles launch of AMP a year ago to speed up mobile landing pages, especially on new mobile sites? Well they made some big claims, how harnessing the power of AMP can speed up ad serving on the display network.
According to Googles latest data load time can make or break conversions. So its critical your page loads fast. With AMP your looking for on uplift of 100% loading twice as fast as non AMP or in old money under 5 seconds!