In October this year, Google announced its Accelerated Mobile Pages (AMP) project to help publishers create mobile content that loads instantly. As media consumption shifts to mobile, Google has been hard at work to improve the user experience of the mobile web. AMP is one such initiative, making content fast and flexible for both publishers and mobile marketers. Now, Google has followed up, saying that AMP would launch in early 2016.
Google to launch AMP next year
The company said that many publishers had expressed interest in AMP since its preview launch, including BBC, Sankei, New York Times, News Corp, Washington Post, among others. Publishers such as NZN Group Brazil, CBS Interactive, AOL and many more have committed their support.
In a blog post, Google writes:
As an open-source initiative, the AMP Project is open to ad partners across the industry who adopt the spec, and we’re seeing incredible momentum from the ecosystem. Today we’re announcing that Outbrain, AOL, OpenX,, DoubleClick, and AdSense are working within the framework to improve the advertising experience for users, publishers and advertisers on the mobile web. More to come as we continue to ramp this aspect of the effort.
In addition, Google said it wants to ensure that traffic to AMP articles counts the same as for current web articles. It is working with comScore, Adobe Analytics, Parse.ly and Chartbeat and more to provide analytics.
David Besbris, VP Engineering, Google, says:
“Speed has always been a cornerstone of Google Search and we’re thrilled to be working alongside others in the tech industry and publishers around the world to bring the Accelerated Mobile Pages Project to life. An open content ecosystem will give publishers maximum reach and allow users to get the best content no matter which app they are using. AMP HTML will make it all blazing fast, so we can’t wait to use it!”
Currently, there are 4,500+ developers following the AMP projecting on GitHub and Google invites everyone interested to join the conversation and start experimenting with building AMP pages.