Cloudflare Gives Publishers More Control Over Their Brands with New AMP Real URL

Cloudflare, the leading Internet performance and security company, today announced that it is launching AMP Real URL to give Accelerated Mobile Pages (AMP) publishers the ability to display content under their own unique domains, rather than AMP-generated domains. With AMP Real URL, Cloudflare customers using AMP can get all the performance benefits of AMP without sending visitors to a domain they do not control.
The AMP Project, founded by Google, is an open-source initiative aimed at optimizing mobile content and making it available anywhere, instantly. AMP is great at providing content quickly to users and is especially crucial for driving traffic to eCommerce sites and news publishers. Google Search directs Internet users to AMP-enabled results (identified by a lightning bolt).

Historically, AMP required the Google URL to appear in a browser’s address bar, meaning that publishers could not display their own domains and direct visitors to their own sites. AMP Real URL keeps traffic on publishers’ sites, giving them control over their pages, analytics, and the way their content is displayed to users.

Malte Ubl, Technical Lead for the AMP Project at Google, said, “The AMP Project has allowed site owners and publishers to deliver fast content globally and monetize their sites. We’ve enjoyed working with Cloudflare to develop solutions to make AMP the best it can be, Cloudflare Workers made this seamless to develop and deploy, and will help scale better AMP URLs to the web community.”

“AMP has been a great solution to improve the performance of the Internet and we were eager to work with the AMP Project to help eliminate one of AMP’s biggest issues—that it wasn’t served from a publisher’s perspective,” said Matthew Prince, co-founder and CEO of Cloudflare. “As the only provider currently enabling this new solution, our global scale will allow publishers everywhere to benefit from a faster and more brand-aware mobile experience for their content.”

AMP Real URL is built on top of the same Cloudflare Workers infrastructure which thousands of developers use to deploy code on top of Cloudflare’s global network. Today, Cloudflare customers can enable AMP Real URL, for free.