By Lucia Moses

Google is just days away from launching Accelerated Mobile Pages (AMP), its fast-loading mobile pages initiative for publishers. And while many big publishers seem to be on board and welcome the idea of the open-source code designed to make their pages load faster, AMP has an unfinished quality to it, so there are still unanswered questions about it. Here are four of their main concerns:

The biggest question is how well publishers will be able to monetize their AMP pages. Publishers need every competitive edge they can get on mobile, where for many sites, upwards of half their audience is. People on the go have little patience for slow-loading sites. AMP is basically open-source code that strips down Web pages so they load faster on mobile devices, and it’s freely available to any publisher to implement.

Google took pains to make sure publishers could keep their paywalls, which is important to a small core of them, including The New York Times and The Wall Street Journal. But AMP doesn’t support header bidding, which is an important way for publishers to increase the yield they get from programmatic advertising. Header bidding is “very important in raising our yield 10 to 20 percent,” said John Potter, CTO of Purch, a network of tech sites. “The fact that AMP doesn’t support that means we’ll see any gains from header bidding drop.”

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