Google Introducing the Accelerated Mobile Pages (AMP) Project

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Google partners with key internet companies to give you a faster loading of news articles

Google formally announced Wednesday a new initiative, in partnership with Twitter and a broad selection of publishers, to ensure that news articles load more quickly on the Web.

Accelerated Mobile Pages
Accelerated Mobile Pages

In a post on its official blog, Google announced the Accelerated Mobile Pages Project, which aims to dramatically improve the performance of the mobile web. an open source project aimed to change the way users experience the mobile web. The blog states that for many, the mobile web is nothing but a slow, clunky and frustrating experience.

The project relies on AMP HTML, a new open framework built entirely out of existing web technologies, which allows websites to build light-weight webpages.”

Google said it is already working with technology firms such as Twitter, Pinterest, WordPress.com, and LinkedIn, along with 30 publishers including Les Echos, BBC, the Financial Times, and the Wall Street Journal.

Google was working with Twitter on an open source initiative for faster-loading mobile articles. The report suggested that this would be a competitor to Facebook’s Instant Articles and other news distribution formsp, but when Google’s head of news Richard Gingras was asked about Facebook today, he said the project “is about making sure the world wide web is not the world wide wait — that’s where we’re focused.”

Accelerated Mobile Pages
Accelerated Mobile Pages

With the Accelerated Mobile Pages Project, Google aims to enable mobile optimised content that loads instantly, everywhere. Accelerated Mobile Pages, or AMP, gives an initial group of publishers, and anyone else who wants to use the software, which is open source, the ability to have their pages load faster on the Web, through a browser. They are also able to use Google’s cache — a means of loading pages ahead of time — to further bolster speed.

Accelerated Mobile Pages

  • Accelerated Mobile Pages is designed to let stories load in instants instead of seconds, and to display ads in ways that don’t impede the process.
  • Accelerated Mobile Pages technology is free and open-source, meaning any website publisher can use it and tinker with the software.
  • Accelerated Mobile Pages is also being integrated into Google News.
  • Accelerated Mobile Pages technical information was released online at GitHub.

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