A great Monday Note in the link where the point is made that not only content, but also ads should be lightning fast by using AMP-techniques. Filloux goes further and says the advertising landing pages should be AMP-compliant. I fully agree and would love to talk to the folks at Google to build an AMP webshop, in order to let potential subscribers have a smooth experience after the paywall, which is also part of AMP (and not of Facebook Instant Articles). Way to go Google!
I wrote some more on this topic in my marketing blog in Adformatie (in Dutch). Link