Google Launches ‘AMP’ Project With Media Partners

A faster mobile web.

Screen Shot 2015-10-07 at 10.04.31 AMThis has been a good week for news publishers. Just yesterday, Twitter launched its Moments feature, which allows media outlets the chance to engage with new readers via the social platform. Now Google has announced its Accelerated Mobile Pages (AMP) project.

As the name indicates, AMP is an open-source initiative which makes mobile web content load almost instantly. Publishers can use AMP to build their pages and Google will distribute them. In short, AMP is about as publisher-friendly as it gets.

“Since AMP HTML is built on existing web technologies, and not a template based system, publishers continue to host their own content, innovate on their user experiences, and flexibly integrate their advertising and business models,” explained Google.

As you might guess, news outlets are lining up by the dozens to take advantage of AMP. Some initial partners include Hearst, Mashable, BuzzFeed, The New York Times, The Huffington Post, The New York Post and Daily News, Vox, The Wall Street Journal, The Guardian and many more.

Just like Moments, this is not only good for news outlets, it’s good for readers. A faster mobile web is a better mobile web.

Publish date: October 7, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT