With AMP for Email, it's easy for information in email messages to be dynamic, up-to-date and actionable. With more rich content, Google can theoretically deliver more details to its ad network and keep an eye on the activity of its users. It remains to be seen whether the Google AMP stories advertising capabilities will be complete enough to warrant publishers embracing the format, but there are already some major companies that are willing to give it a try.
Google Inc.is expanding the capabilities of its open-source Accelerated Mobile Pages framework that's created to make mobile web pages more interactive and faster to load. For example, Google aims to open AMP stories to all other publishers, but there are no tools developed for that yet.
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However, the integration of AMP content inside email may lead to a rise in phishing attacks. They appear in Google Search as Snapchat Stories-like carousels of content including top-10 lists, moving images, and other "visually rich [ways] of storytelling", Google says.