Revolution is coming as Google announces a new open source initiative called Accelerated Mobile Pages (AMP), which is designed to dramatically improve the performance of the mobile web.
For many, reading on the mobile web is a slow, clunky and frustrating experience – but it doesn’t have to be that way. The Accelerated Mobile Pages (AMP) Project is an open source initiative that embodies the vision that publishers can create mobile optimized content once and have it load instantly everywhere. (https://www.ampproject.org/)
Aim is to enable webpages with rich content like video, animations and graphics to load instantaneously and also work with smart ads regardless of mobile device used. Such move will further expand Google advertising real estate and is definitely a smart move.
Google heralds AMP project as “the start of an exciting collaboration with publishers and technology companies, who have all come together to make the mobile web work better for everyone.”
At the moment Twitter,Pinterest, WordPress.com, Chartbeat, Parse.ly, Adobe Analytics and LinkedIn are among the first group of technology partners planning to integrate AMP HTML pages.
AMP project will be focused on providing functionality focused on some key areas:
1. Content: The Accelerated Mobile Pages Project will provide an open source approach, allowing publishers to focus on producing great content using the shared components for high performance and great user experience. The initial technical specification is now available on https://github.com/ampproject/amphtml
2. Distribution: Google has designed a new approach to caching that allows the publisher to continue to host their content while allowing for efficient distribution through Google’s high performance global cache. This means that Google will follow up by opening their cache servers to be used by anyone free of charge.
3. Advertising: Google declares they will work with publishers in the industry to help define the parameters of an ad experience that provides the speed we’re striving for with AMP.