Yes and no. You can imagine that some of this is new traffic they otherwise would not have gotten and another % is cannibalizing existing traffic they usually get via Google.
>> in this case it was clearly a net positive
Not so fast. When I was there, the earlier experiment was that its was a "mixed" success. This post also suggests strongly to me that that hasn't changed too much ("Monetization benefits are less decisive and pending further analysis").
For many publishers it comes down to they cant get slightly more traffic with AMP (because of the AMP carousel in Search results) at a lower CPM which is a positive. However, as more publishers come on board that gets tricky all over again and risk of it becoming another race to the bottom of lower CPMs.
>> in this case it was clearly a net positive
Not so fast. When I was there, the earlier experiment was that its was a "mixed" success. This post also suggests strongly to me that that hasn't changed too much ("Monetization benefits are less decisive and pending further analysis").
For many publishers it comes down to they cant get slightly more traffic with AMP (because of the AMP carousel in Search results) at a lower CPM which is a positive. However, as more publishers come on board that gets tricky all over again and risk of it becoming another race to the bottom of lower CPMs.