Google introduced on Wednesday a new technology called Accelerated Mobile Pages (AMP) which allows the Smartphone to load the web articles almost instantly. This technology was first revealed by Google last month and is now under previews.
There are some other organizations that are already using this AMP technology. They are The New York Times, Twitter, BuzzFeed, the Guardian, Daily Mail, VoxMedia.
Companies like Apple and Facebook is having latest technology apps to load news content on mobile devices. Google also wants to provide the same experience to their users.
The AMP project from Google is an open –source HTML standard, which creates a structure that reduces the load time of web pages and adds tasteful advertisements. The use of Amp will reduce the use of plug-ins needed for ad –blocking. AMP technology will simplify the technical support required for the web pages involved.
The publishers will be able to use the ad networks that they have been using earlier, but will not get to display certain adverts like “sticky images” and pop-ups that move along with the scroll movements of the page.
WordPress, Pinterest and Linkedin will soon follow this technology.
Facebook has an advanced technology that was launched recently. This alternative program of Facebook is called “Instant Articles”. This program is capable of providing speedy delivery of the content from third parties by hosting the content on its platform.
The news sites will be able to create the AMP versions of their news automatically at the time they publish and update their original stories.
Google will collect these stored versions from the web and will store them on the cache servers and release it to the required users through search options or other new tools.
In a similar way, the social networks are expected to direct the users to the AMP articles and not to the originals when the users click on the links in the apps.
Danny Bernstein, Google’s director of product partnerships said that 40 % of the net users abandon the idea to visit an article if it doesn’t get loaded within six seconds. It will be remarkable, if the users are able to access the article instantly from Pinterest or Twitter.
Google will support AMP in their search from 2016. But, they have made the code public for use by publishers.