Last month Google announced Accelerated Mobile Pages, its new open source initiative to improve the performance of the mobile web pages. Now the company has announced that first accelerated pages will come sometime in early 2016, so all the traffic from Google Search will go to Accelerated Mobile Pages. This competes with Facebook Instant Articles that was launched earlier this year for iPhone. It was also launched for Android users in India this month.
Accelerated Mobile Pages (AMP) is an open source HTML code framework that publishers and developers need to adopt into their websites and apps. The same code will be able to work across multiple platforms and devices, so that the content will appear everywhere regardless the type of device you are using.
BBC, Sankei, New York Times, News Corp, Washington Post and more have already expressed interest in AMP since the preview, said Google. It announced 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.
4,500 developers are following the project on Github, and 250 contributions of code and documentation have been made so far, said Google.