In an effort to speed up the mobile web, both Facebook and Google have been working on ways for users to get the content they want, instantly. Facebook kicked off with Instant Articles earlier this year, and now Google is slowly closing in with its AMP Project which could land as early as next year.
Announced earlier this year, Google’s AMP Project’s aim is to speed up the mobile web. It aims to achieve this by having websites and publishers implement their AMP HTML onto their websites which in turn will deliver a stripped-back version of the website with the important information first.
That is of course the simplest way to put it, but it’s a lot more complicated than that.
Since announcing the AMP Project, Google has revealed that they’ve heard from various publishers who want to get involved, including BBC, Sankei, New York Times, News Corp, and The Washington Post. In addition, many more are also showing their interest such as R7.com and NZN Group in Brazil; CBS Interactive, AOL, Thrillist, Slate, International Business Times/Newsweek, Al Jazeera America and The Next Web in the US, and many more globally.
It’s a fantastic initiative and will hopefully improve the mobile web bringing a more content driven experience to users, so they get the information they want, fast.
Google has also announced that advertisers such as Outbrain, AOL, OpenX, DoubleClick, and AdSense are working within the framework to improve the advertising experience for users, something which, at the time of the announcement, was one of the many limitations of the AMP Project, likely putting off some publishers.
I’m really looking forward to seeing how the AMP Project is rolled out, as well as finding out how to implement the system on n3rdabl3.